BTL-major IMS Group about to acquire 66% in Encompass

UK-based IMS Group, a $160 mn below-the-line (BTL) marketing services major, is negotiating to acquire a 66% stake in event management and promotions firm, Encompass, for Rs 36-45 crore. Encompass has been promoted by Roshan Abbas. The acquisition would be through its recently acquired Indian subsidiary IMS-Candid Marketing. This would be its second acquisition in India, after its acquisition of 66% stake in Candid for Rs 23 crore. BTL marketing involves activities such as promotions, internet, mobile marketing, exhibitions, point-of-purchase and retail merchandising; analysts gauge the BTL market to be around Rs. 10, 000 crores. The BTL marketing space in India is seeing major movements of late. Last year, Publicis bought 60% in Delhi-based marketing services company, Solutions. Similarly, Mudra Communications picked up 74% in Kidstuff Marketing.

Read The Economic Times for more details.