McKinsey has acquired ET Medialabs (ETML), a leading performance marketing and analytics agency in India. This acquisition strengthens McKinsey’s Digital Marketing Operations and Technology (DMOT) capabilities by adding 60 experts in analytics, technology, and marketing. With ETML, McKinsey now has over 200 digital marketing professionals across hubs in Asia and Latin America.
ETML, founded by Raghav Kansal, emphasizes a customer-first approach, aligning with McKinsey’s core values. ETML’s expertise in performance marketing, budget optimization, and campaign impact has helped scale-ups, unicorns, and multinationals achieve growth. McKinsey believes ETML’s ability to combine digital marketing with advanced technology will enhance their capacity to deliver rapid, impactful results for clients. The integration aims to optimize digital marketing operations and build stronger client capabilities.