Basil acquires 490 Limited in UK

14 Mar,2012

By A Correspondent


The India-based marketing solutions company Basil Group has expanded with the acquisition of UK design and production agency Fourninety Ltd in February 2012.

Fourninety Ltd comes into Basil’s fold with a 45-member team and two photography studios. Previously owned by MSQ Partners, they have offices in Leeds and Milton Keynes. Focusing on planning, client services, creative and production, the acquisition will bring together a team of over 100 global marketing specialists to work closely with clients including Unilever, Diversey, SC Johnson, Home Retail Group and Rentokil.

The acquisition is a first for the Basil Group, which is aiming to build a global marketing communications group.  Before the acquisition of Fourninety Ltd, Basil had a 70-strong team with clients in North America, UK, Europe and India. The group aims to use an acquisition strategy to give clients the leverage of right-shoring and decoupled pricing to manage their marketing communications budgets. Basil would probably be the first agency group which will deliver a de-coupled service option to customers at the beginning of every relationship.

Ramesh Krishnamurthy, managing director of the Basil Group, said, “Fourninety represents an excellent acquisition for us. It brings together a team of people with the same passion for thinking and creativity, enabling us to work closely with our clients to develop solutions that really work for them. Our vision is to create a global network that delivers across all media platforms, efficiently and cost effectively.”

The Basil Group is private equity funded for organic and inorganic growth in the global market. Customers in India can thus avail of London-based strategy, creative and design and India-based creative production services.

Barbara Boyes, managing director at Fourninety Global (previously known as Fourninety Limited), said, “We’re in a very different marketing world from the one we started out in over thirty years ago. In such a rapidly changing environment, clients want clarity and cost effective solutions. We believe that our new business model will support this by simplifying complex processes, reducing pain points and offering enduring solutions. We are delighted to be a part of the Basil Group and relish the opportunity to be able to offer true global scalability to our clients.”


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