In a bold move to reshape its digital marketing playbook, McKinsey & Company has acquired ET Medialabs (ETML)—a leading Indian performance marketing and analytics agency. This isn’t just another consulting firm adding a marketing wing. It’s a strategic investment in data-driven, customer-first marketing that aims to deliver faster, smarter, and more impactful results.
The McKinsey ET Medialabs acquisition brings 60 top-tier analytics professionals, a proprietary machine learning-backed performance tool, and over a decade of campaign expertise under McKinsey’s global umbrella. More importantly, it signals where consulting and digital strategy are headed next.
McKinsey’s Bet on Customer-Centric, Performance-Driven Marketing
The acquisition of ETML strengthens McKinsey’s Digital Marketing Operations and Technology (DMOT) arm. This is more than just expanding headcount:
- Performance Marketing at Scale: ETML excels in minimizing ad waste, boosting campaign ROI, and speeding up go-to-market timelines. Their results speak volumes—66% faster optimization cycles and 4x revenue lifts for some clients.
- Asia + LatAm Coverage: With the LOBO acquisition in Latin America and now ETML in India, McKinsey now anchors its digital marketing operations across two fast-growing, tech-forward regions.
- Proprietary Tech Stack: ETML brings a toolkit of 100+ analytics frameworks, ML models, and experimental modules, all built for rapid campaign learning and iteration.
Thinking about leveling up your marketing career? Find out best digital marketing certifications are worth in 2025 and discover which ones make a difference in today’s job market.
What ETML Brings to the Table
From attribution to personalization, ETML adds tactical precision to McKinsey’s strategic vision. Here’s a breakdown:
- Performance Marketing Expertise: Precision targeting, A/B testing, ROI optimization, and cross-channel consistency.
- Analytics Infrastructure: Deep behavioral analysis, customer segmentation, and granular insights.
- Personalization at Scale: Tools and workflows to tailor messaging and increase relevance.
- Automation & Consistency: Systems that standardize experimentation and unify brand voice across platforms.
Real-World Results (That Speak for Themselves)
- Life Insurance Case Study: 15% drop in acquisition costs + 4x revenue growth.
- Real Estate Client: Double the leads—without increasing spend.
- Across the Board: Campaign impact time cut by 62%, spend optimization cycles reduced by 66%.
This is data-driven marketing acquisition done right—with clear value creation already in motion.
The People and Culture Fit
Beyond numbers, this is a merger of shared values. ETML’s founder, Raghav Kansal, emphasized that both organizations share a “customer-first DNA”—something that’s becoming increasingly essential in today’s saturated digital landscape.
“Customer first is core to our DNA… This partnership with McKinsey represents a tectonic shift in the trajectory of career growth for our people.” – Raghav Kansal
The acquisition opens new doors for ETML’s team, giving them access to global-scale clients, enterprise challenges, and accelerated professional growth.
What This Means for McKinsey’s Clients
The impact of McKinsey’s latest acquisition is multi-dimensional:
- Speed to Impact: Campaigns that once took 6–12 months to show results are now delivering impact in weeks.
- End-to-End Capability: From strategy to execution to measurement, McKinsey can now offer a fully integrated digital marketing service.
- Global Availability: With teams across time zones, clients benefit from 24/7 operational capacity.
- Increased Innovation Potential: With tech and talent blended under one roof, expect new marketing solutions and tools to emerge.
“We’re seeing results immediately. That’s the new benchmark.” – Eunjo Chon, McKinsey
“From analytics to personalization to driving impact across markets, this integration globalizes our ability to support nonstop digital demands.” – Lisa Harkness, McKinsey
Industry Implications: The Rise of the Consulting-Marketing Hybrid
McKinsey isn’t alone. But it may be leading the way.
This move reflects a growing trend of consulting firms acquiring specialized agencies to bridge the gap between strategy and execution. The McKinsey digital marketing strategy now has a tactical backbone—one that can measure, test, and deliver in real-time. Explore the latest Digital Marketing Trends 2025 and how they can impact your strategy
With performance marketing analytics becoming a core driver of growth, consulting firms can no longer afford to leave execution out of the equation.
Expect more:
- Acquisitions in the performance and analytics space
- Hybrid roles blending strategy, tech, and creative
- Consulting firms delivering measurable marketing ROI
FAQs: The McKinsey-ETML Acquisition, Explained
Why did McKinsey acquire ET Medialabs?
To strengthen its capabilities in data-driven, performance-focused digital marketing, especially in customer-centric campaigns and rapid impact delivery.
What is ET Medialabs known for?
They specialize in performance marketing, marketing analytics, personalization, and proprietary tech frameworks for ad optimization.
How does this affect McKinsey’s clients?
Clients now get faster, more tailored digital solutions, with reduced spend, higher ROI, and global execution capabilities.
Is this a one-off or part of a larger strategy?
This follows the acquisition of LOBO in Latin America. It’s part of McKinsey’s global expansion in customer-centric digital solutions.
What happens to ETML’s team?
They join McKinsey, bringing their tools and talent while gaining access to larger projects and clients.
This isn’t just about McKinsey expanding digital marketing services. It’s about reshaping what high-impact marketing looks like—customer-first, data-rich, tech-enabled, and globally integrated.
As McKinsey invests in performance marketing, the gap between strategy and results just got smaller.Need help identifying which performance marketing skills or courses align with this trend? Head to coursecorrect.fyi—our AI assistant Cora can point you to the best learning path, whether you’re in consulting, marketing, or somewhere in between.
