Mediabrands partners with Interactive Avenues to form 'Reprise Media'

In India, the joint venture will assume the name of Reprise Media. Through this transaction the new business unit will specialize in search and social marketing and also offer a full scope of digital services which include digital media strategy and investment, digital creative development, campaign implementation and post activity analysis. Anjali Hegde, one of Interactive Avenue's founding partners becomes CEO, Reprise Media, India and will report to the new Reprise Media, India Board as well as Mediabrands Asia Pacific Regional Leadership.

Mediabrands will hold a 51% stake in the joint venture and Interactive Avenues will hold the remaining 49%. The partnership formalizes the long-time successful working relationship between Interactive Avenues and Mediabrands. Interactive Avenues has rapidly established itself as India's leading expert in digital marketing. Interactive Avenues has operations in Delhi, Mumbai and Bangalore.

"Mediabrands is committed to aggressive business development across our key markets in Asia Pacific and of course, India is critical in that respect," said Tara Comonte, Chief Operating Officer and Chief Financial Officer, Mediabrands.

Interactive Avenues will continue to operate as an independent digital marketing solutions company and will provide complete support to this joint venture. The transaction bolsters Mediabrands' digital offering and services for clients and reinforces the media holding company's efforts to expand and deepen its marketing services operations across India and Asia Pacific. Final details of the transaction will be presented to the IPG Board next month.

Shashi Sinha, CEO Lodestar UM (Universal McCann) added, "With an online community of approximately 81 million, India represents one of the world's largest Internet markets. But behind this impressive number, India still remains a multi-faceted and highly complex digital landscape. With Reprise Media India, we have the digital marketing experts that can navigate the digital space effectively and offer our clients unrivalled value for their campaigns, especially as this space reaches critical mass in the coming years."