McKinsey & Company has announced the acquisition of ET Medialabs (ETML), a performance marketing and analytics agency based in India. This strategic move aims to significantly strengthen McKinsey’s Digital Marketing Operations and Technology (DMOT) capabilities, expanding its global reach and expertise.
Sixty colleagues from ETML, bringing deep analytics expertise, proprietary technology, and proven methodologies, will join McKinsey. This integration will expand McKinsey’s DMOT team to over 200 digital marketing analysts, performance marketers, and data scientists across global hubs in Asia and Latin America.
The integration of ETML will enhance McKinsey’s ability to support clients globally, providing 24/7 digital marketing expertise. The two companies have already conducted 20 pilot tests together, demonstrating the effectiveness of their combined approach.
ETML’s proprietary tool, which leverages over 100 analytics frameworks, machine learning models, and ad experiments, has proven to be a significant driver of success. For a leading Indian life insurance company, ETML helped achieve a 15% reduction in acquisition costs and a fourfold increase in revenue.
“Customer first is core to our DNA. It’s a value we immediately felt was shared by McKinsey and deeply embedded in their culture,” said Raghav Kansal, founder of ETML.
“This partnership with McKinsey represents a tectonic shift in the trajectory of career growth for our people with infinite learning opportunities and exposure to high-impact projects across some of the biggest companies in the world,” he added.
“To keep that muscle strong, rigorous performance management is a critical lever to driving any growth transformation, and it significantly enhances our ability to deliver rapid impact for our clients. That is where ETML, with its technical expertise in digital marketing-led scale-up and optimizing marketing spend, comes in,” said Vincent Cremers, a McKinsey Senior Partner and a leader of McKinsey’s Growth, Marketing & Sales Practice.
“Their deep domain expertise along with McKinsey’s breadth of knowledge brings a unique end-to-end offering to clients—enabling both short- and long-term impact,” said Lisa Harkness, a McKinsey Partner.
