Mumbai: Madison World has announced that Madison BMB, its full-service creative advertising unit, will now become part of Madison Loop, its recently launched digital-first creative unit.

Madison Loop provides strategy, creatives, social media management, SEO, ASO, web development, technology solutions, influencer management, and content collaborations. Madison Loop has in a short span scaled up and has marquee clients in its portfolio, including McDonald’s, Vicco, Amara Raja, Raymonds, Pidilite, Godrej Properties, Asian Paints, Zee5, and Zee Bangla, among many others.

The clients and employees of Madison BMB will be absorbed by Madison Loop. Raj Nair, Madison BMB's chief executive officer, has decided to move on to pursue other opportunities outside Madison World.

Madison World chairman Sam Balsara commented, “We live in a fast-changing world where everything is turning Digital. The rapid acceptance of Madison Loop by marquee clients is testimony to what Advertisers need and want. This also provides a great opportunity for those in Madison BMB to hone their skills in Digital and gives those in Loop an ability to appreciate the finer nuances of Creative. I would also like to take this opportunity to thank Raj Nair for his contribution to Madison BMB, during his long innings with us.”

Madison Loop is a unit of Madison World, India’s largest homegrown communication agency and the world’s 4th largest independent media agency as per RECMA. Established in 1988, Madison World through its 11 companies, served last year as many as 500 Advertisers.