IBS is now Fulcro

By A Correspondent

IBS, our former neighbour (yes, MxMIndia’s office is in the same building) and leading digital marketing firm has now rebranded itself to Fulcro.

Said Sabyasachi Mitter, Founder, and Managing Director, Fulcro when explaining the reason for the change: “I believe disruption is always just around the corner. It is better to disrupt and reinvent one’s own business than to be disrupted by someone else. In the day and age when digital is a key driver of a brands success in the market, our clients were looking for thought leadership as well as best-in-class service in each service vertical that they needed. It was no longer about clients choosing a single agency for ease of operations but the best in class in every vertical. We did not want to be the Jack of all but the master of all, and that is the premise on which Fulcro has been built.”

It may remembered that IBS had won a Grand Prix at the Abby and a Grand Emvie in 2014. But, then, five years is a long, long time. There were many other agencies which were doing very well some five years back.