GroupM announces 'merger' of experiential marketing companies Dialogue Factory and Dialect

GroupM has announced that its companies Dialogue Factory and Dialect have been merged to form what is bills as ‘the largest experiential marketing company in the country'. The new entity will operate as GroupM Dialogue Factory.

Dialogue Factory will provide mass consumer contact programs from ideation to execution, leveraging GroupM resources.

"We are seeing a lot of traction in the experiential marketing space. Dialogue Factory is our end-to-end offering that can provide strategic value to clients in this space. We have a strong creative and implementation team that will complement our existing activation strengths. In addition, Dialogue Factory will leverage all the expertise we have built up in GroupM be it insights, analytics and measurement or digital,” said CVL Srinivas, CEO, GroupM South Asia.

“With media and geography-neutral approach, we create memorable and meaningful brand experiences across the country in schools, malls, multiplexes in Mumbai to aganwadis, panchyats, melas and haats in Bhagalpur. We specialise in using new-age networks and interactive technology platforms to create brand experiences, which have the perfect blend and balance of both digital and physical ecosystem,” added Dalveer Singh, head - experiential marketing, Asia Pacific, GroupM.

Under Singh's leadership, Dialogue Factory will cater to markets like Indonesia and Vietnam in addition to India, informed a GroupM statement.