Publicis is a French media agency that has obtained 100% stake in the Mumbai-based digital out-of-home agency Ecosys OOH for an undisclosed amount. Ecosys was launched in 2015 and comes with data and analytics capabilities. It is also known to be the only agency in the country to provide a measurable return on investment in out-of-home and ambient media space. After the acquisition, Ecosys OOH will work as a specialist OOH agency of Publicis Media.
“Data and technology are going to be the future of OOH agencies and what is unique about Ecosys is that it was set up with a future-facing mindset,” said Anupriya Acharya, CEO at Publicis Media India.
“Their strong data-driven culture and their RoI-focused approach made them the apt partner for us. We have had a very significant growth in OOH in the last few years and Ecosys differentiated expertise will greatly benefit our clients and further fuel growth for us.”
The deal will help Publicis create a strong position in the fast-growing OOH segment in India, which is expected to reach Rs 4,250 crore by 2021 from Rs 3,710 crore at present. According to latest reports, OOH business is touted to grow exponentially given the impetus on infrastructure projects, smart cities and growth in tier III and IV towns.
“This union with Publicis Media will fulfil our expansion plans and will help us consolidate, innovate and scale up on next level of opportunities,” said Sujit Banerjee, director & CEO at Ecosys OOH.