Analytics Acquisition Vehicle Formed

A group of private equity firms has formed a holding company called Whitefield, tasked with acquiring a global network of analytics-driven marketing solutions companies.

The new firm has already acquired London-based media production agency FMG, and consultancy Whitefield Analytics, giving it a wide ranging offer in marketing services and solutions. The analytics division offers a range of services from forecasting and modelling to campaign ROI measurement and social media analytics. The firm taps technology platforms including Adobe Omniture, Webtrends, Lycra ClickTracks and Nielsen Netstats, as well as business intelligence tools.

Investors in the new company, which has offices in New York, London, Bangalore and Chennai, include private equity firms India Value Fund Advisors (IVFA) and Zodius Capital.

Whitefield Chairman Neeraj Bhargava comments: 'Whitefield understands the rapidly changing needs of today's CMO and is redefining what it is to be a marketer in the digital era. We combine the creative aspects of media production with analytics and the latest technologies, delivered through innovative business models that tap into the best global talent available to deliver high-impact digital campaigns.'

Web site: www.whitefieldmarketing.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.