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WPP’s Geometry Global acquires Mexican digital CRM specialist Cacto
MUMBAI: WPP’s brand activation agency Geometry Global has acquired Cacto Arte e Ideas S.A. De C.V, a digital customer relationship management company based in Mexico.
Cacto’s unaudited gross revenues for 2015 will be close to MXP$30 million with gross assets of nearly MXP$27 million. Cacto specialises in creating CRM programs for international companies in the automotive and pharmaceutical categories. Founded in 2007, Cacto is based in Mexico City and employs 40 people.
The acquisition continues WPP’s strategy of investing in important markets and sectors such as Mexico and Latin America and digital. Collectively (including associates and investments) Group companies generate revenues of $200 million and employ over 2,000 people in Mexico. In Latin America, WPP companies (including associates and investments) collectively generate revenues of over $1.6 billion and employ over 21,000 people.
Geometry Global is one of WPP’s direct, digital, promotional and relationship marketing companies. WPP’s digital revenues were $6.9 billion in 2014, representing 36 per cent of the Group’s total revenues of $19 billion. WPP has set a target of 40-45 per cent of revenues to be derived from digital in the next five years.
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
