#e4mExclusive:  Hakuhodo set to acquire Auburn Digital Solutions; deal likely by July

Japanese advertising and marketing giant Hakuhodo is in the final stages of acquiring Mumbai-headquartered digital marketing agency Auburn Digital Solutions, according to multiple people familiar with the matter.

Sources close to the development said the transaction has entered its last leg of negotiations and is expected to be formally concluded by July, subject to customary closing procedures. While discussions have progressed significantly, people aware of the negotiations have remained tight-lipped about the valuation of the acquisition. 

The acquisition is expected to strengthen Hakuhodo's digital capabilities in India, one of the world's fastest-growing advertising and marketing markets, while giving Auburn access to the Japanese network's global client relationships, technology capabilities and international footprint.

The move is consistent with Hakuhodo's strategy of expanding through acquisitions and strategic partnerships across Asia and India. Over the past decade, the Tokyo-headquartered group has actively strengthened its specialist marketing and digital services capabilities through acquisitions across the region. 

In India, the company has previously acquired stakes in digital agency AdGlobal360 and brand agency group MA&TH Entertainment, underscoring its long-term commitment to the market.

Founded in 1895, Hakuhodo is among the world's largest integrated marketing and innovation companies. The group operates through a network of more than 150 offices across around 20 countries and regions and serves over 3,000 clients globally. 

Hakuhodo is the core agency within Hakuhodo DY Holdings, which ranks among the world's largest agency groups. Industry executives said the Auburn acquisition would further deepen Hakuhodo's presence in India's rapidly evolving digital advertising ecosystem, particularly in performance marketing, media planning, digital transformation and content-led marketing solutions.

The transaction comes amid continued consolidation in India's advertising and marketing services industry, where global holding companies are increasingly seeking specialist digital, data and performance marketing capabilities to address growing client demand. 

Industry observers note that independent digital agencies with strong performance marketing credentials have become attractive acquisition targets as advertisers shift larger portions of their budgets toward measurable digital outcomes.

For Hakuhodo, Auburn's acquisition would add another specialist digital capability to its India portfolio and further strengthen its ability to offer integrated marketing, media and technology solutions in the market. 

For Auburn, the deal is expected to provide access to global resources, cross-border business opportunities and larger enterprise mandates.

Hakuhodo and Auburn Digital Solutions declined to comment on the development.