AD Agencies
Y&A Transformation launches Snippet Digital, a first of its kind digital agency
Y&A Transformation today announced the launch of Snippet Digital a full-fledged digital marketing agency, founded on the premise that digital is technology first, combined with creativity, media science and brand thinking. The company will operate under the Y&A collective banner, which will soon be launching other specializations as well. The executive board of Snippet consists of Tarun Mitra, a technology expert, Ram Gudipati, an experience brand strategist and S Yesudas, a media expert with collective experience of over 75 years. The agency also aims to provide executive education on Digital Business Leadership, particularly to equip the senior management at the clients’ end to get much more from their digital investments.
Tarun Mitra an IIT Delhi alumni comes with a strong background and experience in technology business, growing internet startups and marketing services. Ram Gudipati has in-depth understanding of consumers, brands and marketing communications. S Yesudas brings with him deep understanding of data, media sciences and how consumers across demographics consume media both offline and online. All 3 have worked on various brands across different life stages and produced work which have won client trust as well as industry recognitions.
Commenting on the launch of Snippet, S Yesudas, Co-founder said “Most clients that I have spoken to are of the opinion that majority of digital agencies do not bring the maturity to consider different perspectives and explain the same to clients through meaningful conversations. The discussion is largely centered around digital execution. While Google has moved beyond the gate-keeper status to a destination in itself, most agencies haven’t moved beyond traditional SEO practices. Organically engaging with consumers searching for products and services near them is fully owned by the directory services/yellow pages. This not only reduces discoverability but compels a client to even pay for his own data, as the clients’ GMB even belong to these service providers. Our aim is to add some grey-hair perspective to clients’ investment and help build curiosity, pride and purpose for the digital natives in the team so that they start exploring rather than just exploiting”
Tarun Mitra, Co-founder, Snippet Digital, adding to the agency offerings said, the future in digital is changing as we speak and soon the era of augmented creativity will replace conventional process of digital creative development. Therefore, our efforts are in building a very strong technology orientation, which will get balanced with human wisdom. In addition to our investment in top quality engineering resources, mostly coming from IIT, Mumbai, our resources include creative professionals, story tellers, digital strategy experts, planners and implementation specialists. We have already forged alliances to deliver programmatic solutions and location-based services integrating mobile technology. Although nascent, we will even be employing data science, AI and predictive analytics capabilities with a view to ensuring our clients’ investments do not end up at click-farms”
Talking about how brand and creative thinking will heighten the overall customer experience, Ram Gudipati, Co-founder, Snippet Digital said “Unlike the current practice on digital which is one brand and many stories, more like the spray and pray approach, our focus will be one brand, one core story and different manifestations of the same, platform specific. We will help our clients spot the signals before they become the trend, rather an adding to the noise on the trends. Snippet has already started working with the Hinduja Group, Hillcart Tales, a premium tea brand, Chitralekha Group, media owner with 70 years of reader engagement, LOL Surprise dolls, Paw patrol and a whole host of brands within the toy’s category. We are in advanced level of conversation with two other large corporates”
AD Agencies
Publicis Groupe to acquire 160over90 from WME Group
Deal aims to build data-led platform linking brands, fans and culture at scale
MUMBAI: Publicis Groupe has agreed to acquire 160over90 from WME Group, in a move that signals a major push into the fast-growing world of sports and culture-led marketing.
The deal, subject to regulatory approvals, will see Publicis combine its existing Publicis Sports capabilities with 160over90’s global footprint to create what it calls a unified, end-to-end platform connecting brands with audiences through sport, entertainment and culture.
Founded as a division of WME Group, 160over90 has built a reputation for delivering high-impact campaigns across some of the world’s biggest sporting moments, including the Super Bowl, Olympic Games and FIFA World Cup. With over 670 employees across the US, UK, EMEA and Apac, the agency works with global brands to create experiences that resonate both on and off the field.
The acquisition reflects a broader shift in marketing, where sport has become a central pillar of premium media. With the global sports media market estimated at $150 billion and sponsorships crossing $90 billion, brands are increasingly looking for more integrated ways to engage audiences.
Publicis is betting that a data-led approach will be the differentiator. By integrating 160over90 with its own capabilities, including the Epsilon identity ecosystem and Influential network, the company aims to offer marketers a seamless way to plan, activate and measure campaigns across media, sponsorships, live events and creator partnerships.
Publicis Groupe CEO Arthur Sadoun said, “After building our industry-leading position in identity resolution, commerce, and creators, our next big bet is sport. In the age of AI, it has become one of the most high-value channels for clients.”
He added that combining 160over90’s expertise with Publicis’ data and technology stack would help “connect brands to fans in ways that are both meaningful and measurable”.
Echoing the sentiment, Publicis Connected Media CEO Dave Penski said, “Sport has become the most powerful intersection of culture, commerce and community,” highlighting the growing need to treat sports marketing as a measurable channel rather than just brand-building.
As part of the deal, Publicis will also enter into a strategic partnership with WME Group, enabling closer collaboration on talent, content and brand partnerships. WME Group president Mark Shapiro said the tie-up would open up new opportunities for talent and brands to scale their ambitions globally.
Post acquisition, the combined Publicis Sports entity will report to Suzy Deering, while Robbie Henchman will remain with WME Group to oversee the ongoing partnership.
The move builds on Publicis’ recent investments in the space, including acquisitions of Adopt and Bespoke in 2025 and a partnership with Magic Johnson Enterprises, underscoring its intent to dominate the intersection of sport, culture and commerce.
As brands chase both attention and accountability, Publicis’ latest play suggests the future of sports marketing may be less about moments alone and more about measurable impact at scale.
