Deloitte Boosts Content Production Capabilities With Madras Global Acquisition

From digital news to dank memes, the online experience is one inundated with content. Production of that content is an essential part of any company’s efforts to meet the challenge of finding ways to capture the attention of consumers in an increasingly noisy digital world by providing impactful, personalized experiences. Working to strengthen its position in the digital experience sector, Deloitte has recently acquired a leading global content production agency in a move to help clients expand their digital reach.

With deep experience in content production, marketing automation, enhanced reality, and advertisement production, the recently acquired Ad2Pro Global Creative Solutions Private Limited (“Madras Global”) specializes in the technology-informed delivery of content that is efficiently and rapidly produced, driven by data, optimized by channel, and delivered at scale. The company’s capabilities will be relaunched as Deloitte Digital Content Studio and integrated into Deloitte’s advertising, marketing, and commerce offering Deloitte Digital, complementing its existing global creative services.

"Our clients are seeking creative, data and marketing capabilities that provide customers with personalized and contextually relevant content for every step of the customer journey," said Scott Mager, Deloitte Digital Advertising, Marketing, and Commerce Leader and Principal at Deloitte Consulting LLP. "We're excited to have Madras Global join Deloitte Digital and to introduce our clients to their team, services and platform that enables this complex need."

By integrating the recently acquired Madras Global along with AI acquisitions Magnetic and Web Decisions into its proprietary experience-management platform Hux, the firm will be able to offer clients an expanded set of efficient, data-driven capabilities to reach their customers. The Deloitte Digital Content Studio will support the firm’s clients’ advertisement campaigns, websites, mobile apps, social media, and brand stories by connecting clients with creative-led services around the globe, providing content life cycle management, measurement, and optimization services.

As the global digital content creation market is projected to reach $38.2 billion by 2030, the acquisition should solidify Deloitte’s strong position in the digital experience space, providing clients with the ability to engage more deeply with unique and diverse audiences at the right time, on the right channel, and with content that speaks personally to consumers.