Di5 Ltd, which is a leading multi-cultural agency founded in 2008 by Bala Iyer, has merged its business with Cultr London, the foremost creative agency led by Abu Mallick. This will create a larger agency that will provide an integrated service to all their clients.

Iyer, who is a well-respected senior media professional having worked with ZEE Tv and B4U, feels that this merger will give a new impetus to the multicultural agency market. Says Iyer, “Di5 has a strong roster of clients and while we provide media and below the line services, the partnership with Cultr will enable us to add brand consulting and creative capabilities, thus enhancing our service offering.”

Abu Mallick, who has spent over two decades in advertising and worked on many marquee brands (HSBC, Shell, Intel, Nestle, Samsung, Cadbury, Tata amongst dozens more) at leading agencies like McCann Erickson, JWT, Saatchi & Saatchi and the Havas Group, both in London and Mumbai, said of the merger, “The marketing landscape is undergoing seismic changes. What matters is is how we combine our service offerings to drive demand for our clients’ brands. Research, insights, strategy, media, creative and analytics all need to work together seamlessly to deliver integrated, cutting edge marketing. This merger will give us greater wherewithal to enter newer areas like digital content and focus more on holistic client solutions.”

The merged business is also looking at getting into active research and is talking to a research company to become a part of the fold.