Media buying major GroupM, part of global advertising conglomerate WPP Group, today said it agreed to acquire leading digital creative agency The Glitch, for an undisclosed amount.
The city-based Glitch will continue to operate as an independent brand, GroupM said in a statement today.
"The communications ecosystem in India has evolved dramatically in the last few years... With The Glitch, we found a partner that brings exciting creative and content skills that can leverage our unique assets to create effective solutions for our clients," said CVL Srinivas chief executive officer at GroupM.
The Glitch has delivered campaigns for Unilever, Netflix, Oyo Rooms, Shutterstock, Tinder etc.
"We will be able to use GroupM's strong expertise in data and analytics to help craft more insightful campaigns for brands," said Rohit Raj, co-founder and creative chief of The Glitch.