Deloitte Digital, a consultancy focusing on experience, announced that its parent company, Deloitte, acquired Ad2Pro Global Creative Solutions Private Limited (Madras Global) for an undisclosed sum. 

This acquisition is expected to enable Deloitte Digital to offer customers support in content production for campaigns, websites, mobile apps, social and other digital channels.

Madras Global’s platform offers “content lifecycle management,” meaning it helps produce and distribute content, while also measuring its engagement and allowing users to optimize the content based on this data. Deloitte Digital previously acquired Magnetic and Web Decisions, both AI-powered platforms focused on experience and omnichannel marketing.

Why we care. Deloitte Digital’s proprietary experience management platform Hux will become more robust with Madras Global’s content capabilities, enabling marketers to boost engagement with digital users in a targeted, optimized way that is especially useful for content-driven campaigns.

The acquisition also is the latest example of how major consultancies are transforming to offer more technology-driven services.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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