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Dentsu Aegis Network is set to acquire performance marketing and analytics agency Sokrati for an undisclosed amount. Post the acquisition, Sokrati will be rebranded as Merkle Sokrati.
The deal is expected to close this week. Dentsu has been on an acquisition spree in India since 2012. This will be its second acquisition this year as it had acquired SVG Media in April.
The co-founders of Sokrati – Ashish Mehta, Anubhav Sonthalia, and Santosh Kumar Gannavarapu, will join the Dentsu Aegis Network leadership team in India. Anubhav Sonthalia will be the CEO of Merkle Sokrati and report to Vivek Bhargava, CEO of Performance, Dentsu Aegis Network India, and Zhengda Shen, President of Merkle Asia Pacific.
Ashish Bhasin, Chairman and CEO of Dentsu Aegis Network South Asia, said, “Sokrati has strong ability in CRM and data to accelerate the launch of Merkle in India and further bolster our data practice, which is becoming increasingly critical in all aspects of our business.”
He added, “With Sokrati on board, we will now be more than twice the size of any of our competitors in search and performance. Out of 3,500 staff in India, about 1,500 will be digital professionals, and over 35 percent of our revenue will come from digital.”
The company has been focused on strengthening its presence in the performance marketing services with past acquisitions such as iProspect and SVG Media.
Headquartered in Pune, Sokrati has 120 digital marketing professionals on rolls and develops its integrated marketing offering with the help of data analytics, CRM based marketing and the integration of offline data and hyperlocal marketing.
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