Based on prior project work, Genpact, New York, tapped Darling Agency as its first advertising agency of record. Previous advertising was handled on a project basis by Darling, beginning in 2013, and
other agencies. Genpact, a now-independent spinoff from General Electric, helps businesses transform and run their operations. The agency will develop global digital advertising, apps, brand identity
and website, targeting C-level executives at Fortune 1000-sized companies in the U.S. and internationally. First work will be a redesigned website and a thought leadership content filtering app, both
launching in July. Genpact spent $2.7 million on measured media in 2013, up from $6,000 spent in 2012, according to Kantar Media.