Deloitte buys marketing consultancy firm Spatial Access

04 September 2020 2 min. read
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Deloitte has bolstered its marketing offering in India through the acquisition of Mumbai-based media audit & advisory company Spatial Access. The firm is preparing to advise brands on how to navigate an increasingly complex consumer environment.

Spatial Access was founded in 2003 as an audit and advisory firm specialising in the advertising and marketing verticals. The firm helps its clients assess the effectiveness of their marketing investments, and has developed tech capabilities over the years to provide data-driven insights that can inform growth strategy.

Since it was established, Spatial Access has carved out a comfortable place for itself in the market, having served more than 120 clients in India and across the broader ASEAN region. Now 40-strong, Spatial Access was founded by Meenakshi Menon – herself a veteran in the marketing and advertising space.

She has more than 14 years of experience at Lintas, and has held a number of leadership positions since, including Managing Director at Zee TV Sales & Marketing, and CEO and Regional Director at Carat India and APAC. According to Menon, her first-hand industry experience sets her firm’s operations apart.

Deloitte buys marketing consultancy firm Spatial Access

“Our differentiator lies in understanding the key challenges of the advertising and marketing fraternity. We have an insiders’ view of the industry,” she said, also adding that her firm was “excited to be a part of Deloitte.”

According to Deloitte, this first-hand sector expertise will combine well with the Big Four accounting and advisory firm’s tech-driven marketing insights to form a solid proposition. 

Chandrashekhar Mantha, partner for the Media & Entertainment Industry at Deloitte’s Risk Advisory practice, the new offering will be of crucial value for clients. “Deloitte strengthens its foothold in the advertising and marketing advisory space by enabling our clients to enhance the effectiveness of their marketing spends which are directly aligned to their business objectives,” he said.

This is particularly the case under current market conditions, where consumer preferences are evolving by the day. Analysts have suggested that a new Indian consumer is emerging from the Covid-19 crisis – one who is open-minded, tech savvy and gravitating away from physical payments and purchases.

As brands look to rearrange their marketing spend to meet these evolving preferences, Deloitte’s new integrated offering will be well positioned to serve burgeoning demand. Underlying these trends is a broader increase in the digital advertising spend in India, which will further encourage similar investments.