McKinsey acquires ET Medialabs

ET Medialabs (ETML) has joined McKinsey. According to the company, 60 colleagues from India with deep analytics expertise, proprietary technology, and proven methodologies will further strengthen McKinsey’s Digital Marketing Operations and Technology (DMOT) capabilities.

“Customer first is core to our DNA,” says Raghav Kansal, founder of ETML. This unwavering focus on customers is what Raghav attributes to the company’s success in just the last decade.
“It’s a value we immediately felt was shared by McKinsey and deeply embedded in their culture,” he adds.

“Since our acquisition of the Latin American boutique digital agency LOBO, we’ve seen many growth transformations across the firm leverage digital marketing capabilities across North and Latin America,” says Eunjo Chon, a McKinsey senior partner in Seoul. In fact, 60 percent of the firm’s marketing projects use DMOT today. “We saw an exciting opportunity to replicate and scale this success in Asia and set out to find the right strategic partner.”

After scanning hundreds of companies over the course of six months, ETML was selected, McKinsey said.