• by Steve McClellan  @mp_mcclellan, April 4, 2013

McCann Worldgroup has acquired Indian database and direct marketing firm End To End Marketing Solutions. Terms were not disclosed.

It’s the second recent purchase of an Indian marketing services firm by IPG. Earlier this month, IPG Mediabrands acquired Interactive Avenues, which it said was India’s largest independent full-service digital agency.

End to End is said to be one of the largest database marketing companies in India. The firm is based in Bangalore and has offices in Mumbai, Delhi and other cities. The staff totals about 200.

The firm has worked with clients such as Microsoft, Intel and Hewlett Packard. Capabilities include direct marketing, lead generation, e-mail marketing, telemarketing, event and channel marketing.

Prasoon Joshi, Executive Chairman & CEO, McCann World Group India, stated that the acquisition is “in line with MWG India’s long-term strategic vision of being a complete marketing solutions provider. End To End has synergies with MRM, McCann Health and Momentum and shall enhance the services offered by each.”

End to End founder and CEO P.N. Shanavas will continue to run the company, which will remain a separate entity. “To be part of a global network like McCann Worldgroup is the catalyst that End To End required,” Shanavas stated. He added the firm would “now be able to access best practices and also best clients both nationally and internationally.”

The holding company has indicated in the past that India is one of the markets that it has targeted for purchasing agencies. The firm earmarks about $150 million annually for acquisitions.

Other holding companies are buying up marketing firms in the market as well. Publicis Groupe just acquired Mumbai, India-based digital marketing firm Convonix. Last year, WPP bought a majority stake in in Hungama Digital Services, also based in Mumbai.

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