G2 Worldwide, a Grey Group company and a global marketing services network specialising in digital communications, direct marketing, shopper marketing and design, has announced its move to acquire a majority stake in Chateux Hospitality, a company providing customised solutions in activation marketing and relationship management. The company operates in India under the RAMS brand name. The acquisition is subject to regulatory approval.
This investment represents the latest initiative in G2’s growth strategy as the agency continues to expand and further develop its capabilities on a global scale. Last year, G2 had acquired Refinery, one the last remaining leading independent digital shops in North America, and Star Echo, a leading agency in China which offers activation marketing throughout the region.
Joe Celia, Global Chairman and CEO, G2, said, “In 2008, we are committed to deepening G2’s position as a global activation communications leader, and we are making progress with both our acquisitions and client growth in this area. Our acquisition of Chateux Hospitality advances us further towards our goal of creating a true end-to-end model capable of delivering both channel and consumer insights on a global scale – unlike any other agency in the marketplace. Continued growth will remain a priority for us this year as our capabilities broaden in the critical APAC region and beyond.”
Nirvik Singh, CEO and Chairman, G2, Asia Pacific, and President, Grey Group SEA, said, “The market for activation marketing services in India is growing exponentially and Chateux Hospitality is one of the few players of scale in a highly fragmented market. The co-founders, Sameer Karan Mutreja and Sachin Mutreja, are extremely bright, young, and talented entrepreneurs who have penetrated the lucrative hospitality and retail sectors successfully. This acquisition will cement G2 India’s position as a real player in providing total, integrated solutions to our clients and is totally in line with our aggressive strategy of expanding G2 in fast growing markets, and deepening its specialised marketing services capabilities in direct marketing, branding and design, event management, interactive and shopper marketing across Asia.”
Sameer Karan Mutreja, Co-founder and Managing Director of Chateux Hospitality, said, “With G2’s strength, RAMS relationships will be able to offer a series of BTL services ranging from events, MICE, loyalty solutions and retail marketing, to many more clients across the globe, enhancing value for their marketing budgets. Under Nirvik’s leadership I find tremendous synergies in the G2 and RAMS culture, always a great starting point for any relationship. Together we will provide a greater value proposition to the customer, a greater business opportunity to vendor partners, and a great career opportunity to current and future employees.”
Founded in 1998, Chateux Hospitality is headquartered in Gurgoan, with offices in Mumbai and Bangalore. Its clients include American Express, GE, GlaxoSmithKline, AIG, Nestlé, Eli Lilly, HP India, and Hero Honda.