Your Daily Dose of Ad World Buzz
Latest
✦AnyMind Group Opens US Operations In Los Angeles✦UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus✦Shipra Chinchankar Named National Planning Director At Kinnect✦TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence✦Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports✦Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business✦EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office✦Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal✦Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat✦Netflix And Hoichoi Will Stream 14 Bengali Series In Hindi, Tamil And Telugu✦Sharan Mehta Named Group President And Chief Strategy Officer At Samtel Avionics✦Maruti Suzuki Adobe Partnership Rebuilds Its Customer Experience Platforms✦AnyMind Group Opens US Operations In Los Angeles✦UnFoldMart Wins Group-Wide Digital Mandate From Singapore's Valton Nexus✦Shipra Chinchankar Named National Planning Director At Kinnect✦TBWA Backslash Report Finds 62% Aspire To Be Hard To Influence✦Vipul Bandekar Joins Zee Entertainment As Director Of Marketing For Z Sports✦Kenstar Adopts Unicommerce Order And Warehouse Systems For Its E-Commerce Business✦EMW Global Appoints Mann Katkoria And Vinit Shah To Lead Its India Office✦Lxme Becomes Indian Women's League Title Sponsor In Capri Sports Deal✦Bivabasu Kumar Promoted To Head Of Media And Corporate Communication At Adani Navbharat✦Netflix And Hoichoi Will Stream 14 Bengali Series In Hindi, Tamil And Telugu✦Sharan Mehta Named Group President And Chief Strategy Officer At Samtel Avionics✦Maruti Suzuki Adobe Partnership Rebuilds Its Customer Experience Platforms
News

Adfactors PR Buys Into WLDD And Its Creator Machine

Ad Tribe! Bureau1 min read
A halftone paper cutout of a megaphone and a three-bar ascending chart, on a flat electric violet background

WLDD has taken a strategic investment from Adfactors PR and Vikas Khemani, founder and chief investment officer at Carnelian Asset Management. India's largest public relations firm now holds a stake in a creator-led content and distribution business.

  • Company: WLDD, founded 2018, headquartered in Bengaluru with offices in Mumbai and Delhi
  • Investors: Adfactors PR, and Vikas Khemani of Carnelian Asset Management and Advisors
  • Growth: 55 per cent CAGR over the last three years, now over 350 employees
  • Prior round: led by Negen Capital in 2023
  • Board: Nijay N. Nair, chief executive of Adfactors PR, joins WLDD's board

What Adfactors Is Actually Buying In WLDD

The strategic logic is easier to read from the PR side than the investment side. Adfactors has more than 700 retained clients, and the thing those clients increasingly ask for is reach through creators rather than through mastheads. Buying into WLDD is faster than building that capability, and it comes with the assets attached.

Those assets are the substance of the deal. Solo connects brands with creators and runs campaign execution, Meme'd turns brand content into short-form, Crunchy Studios adds production and Imagined Studio handles product and brand design. WLDD also owns ScoopWhoop, which gives it an owned media channel alongside the creator network.

The Client List Does The Arguing

WLDD works with Amazon, Coca-Cola, OpenAI, Spotify, Netflix, Tata Motors, Philips, Rapido, Tinder and Audible. That is a spread across categories rather than a concentration in one, which is usually what separates a business from an agency with a big account.

The company describes itself as full-stack attention infrastructure, which is a mouthful, but the underlying claim is simple enough: communities, creators, content and distribution bought as one thing instead of four. More agency and investment news.

#creator economy#ScoopWhoop#Adfactors PR#wldd#Vikas Khemani
Follow Ad Tribe