Dentsu wants to dominate digital marketing communications in India. It believes acquisitions are the way forward, where its appetite is only growing larger
Venkat Ananth, Patanjali Pahwa
Since it entered India in 2003, the Japanese advertising giant, Dentsu, has been acquiring companies in India in a bid to close the gap between itself and WPP
The Sokrati acquisition is closely linked with its desire to dominate search and performance marketing in India
Sokrati’s expertise is in optimising digital spends for e-commerce and other large catalogue-based businesses
The deal also leaves Sokrati’s investors like Inventus and IvyCap Ventures happy. While Inventus made a complete exit, IvyCap made a partial exit and holds equity in Sokrati’s SaaS business
Ashish Mehta remembers the night of 25 July. Like it was yesterday. He returned home at around 8 pm to Pune after a busy, eventful day in Mumbai. Early in the evening, he learnt that a leading business newspaper was about to break a story about his company. So, after dinner, he sat down to write a long email to his employees confirming the news story and more, wanting them to “hear from me”, rather than “wake up to it.”
The email traced Sokrati’s humble beginnings as a digital marketing startup, and its eight-year…
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