Martin Sorrell's ad firm MediaMonks announces merger with content company WhiteBalance

Martin Sorrell's ad firm MediaMonks announces merger Comyan
  • MediaMonks has conditionally agreed a merger with Delhi-based content creation and production company, WhiteBalance.
  • After opening an office in Bangalore in February this year and appointing Poran Malani as S4Capital’s Director for India, the company further strengthens its position in the region.
  • As a part of the merger, MediaMonks adds 50 experts to the team, with the intent of doubling the India business in the coming six months.
  • MediaMonks will also continue to invest in growing the content studio in Bangalore into a creative hub for APAC, and aims to size up the teams and studio facility in Delhi.

Martin Sorrell's S4Capital has announced that its global content practice MediaMonks has conditionally agreed a merger with Delhi-based content creation and production company, WhiteBalance. After opening an office in Bangalore in February this year and appointing Poran Malani as S4Capital’s Director for India, the company further strengthens its position in the region.

WhiteBalance was founded in 2010 by Robert Godinho with the intent of creating a one-stop shop for high quality visual productions. With a state of the art content studio and in-house film, 3D and post-production talent, WhiteBalance is fully equipped to produce content from feature films, commercials and documentaries to high-end digital content.

As a part of the merger, MediaMonks adds 50 experts to the team, with the intent of doubling the India business in the coming six months. MediaMonks will also continue to invest in growing the content studio in Bangalore into a creative hub for APAC, and aims to size up the teams and studio facility in Delhi.

Speaking about the strategic move, Sir Martin Sorrell, Executive Chairman, S4Capital said, “India is a country very close to my heart – one built on a heritage of creativity, and characterised by a vibrant culture. As you can imagine, I’m delighted to continue to expand into this fast growing market, offering a wealth of talent and significant growth opportunities, and the merger with WhiteBalance is the next step for us to build a leading creative content business here. At the same time we’re strengthening our position in the APAC region – ever more important – as India continues its trajectory to become the most populous country on earth.”

“WhiteBalance is a close-knit family of artists, designers and visual storytellers. Our dream is to put a ding in the universe by creating internationally recognised work from our home, India. Having worked with the world’s leading media organisations, we’re incredibly excited that our journey has led us to join forces with MediaMonks. We’re looking forward to bringing the same professionalism to customising creative solutions for our clients in the APAC region,” added Robert Godinho, Founder & CEO, WhiteBalance.

Poran Malani, Director for India, S4 Capital further said, “The opportunity for the S4 Capital model in India is huge. India is globally recognised for its creativity and its leading-edge technology, making it the perfect place for integrating the two into a new service model. With operations in our current production hub in Bangalore, combined with the strength of WhiteBalance, bundling our forces in the pursuit of excellent fit-for-format content is an exciting prospect as we introduce our global network to this dynamic market and open it up to world-class digital work.”
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