Indian multinational Mahindra Group appoints APCO as US agency of record

The agency will support U.S. awareness, including tech consulting company Tech Mahindra and agriculture brand Mahindra Ag North America.

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Indian multinational company Mahindra Group has selected APCO as its agency of record (AOR) in the U.S.

The firm will work to strengthen the company’s presence in the U.S. and support Mahindra Group in the development and execution of its strategy for brands, in particular, Tech Mahindra and Mahindra Ag North America, APCO said in a statement.

APCO started working with the conglomerate in June, serving as AOR for all of its business units. Mahindra Group issued the RFP early this year. Budget details were not disclosed.

North America president Kelly Williamson and senior director and head of APCO’s global public affairs practice Safiya Ghori-Ahmad will oversee the client relationship. According to the firm, the agency’s strategy will utilise its experts in Chicago, Washington, New York, Raleigh, and Los Angeles.

APCO, formerly known as APCO Worldwide, reported a 23% revenue increase to $229 million globally and a 26% increase to $110 million in the U.S. in 2023, according to PRWeek’s Agency Business Report 2024.

With annual revenue exceeding $23 billion and over 260,000 employees worldwide, the Mahindra Group plans to expand and invest further in the U.S. market, as per an APCO statement. Having operated in the country for over 25 years, the Mumbai-based multinational conglomerate claims to employ over 8,600 Americans across various sectors, including 10 factories and assembly centers, 30 IT development centers, and 790 dealerships for tractors and vehicles.

The group’s flagship company, Mahindra & Mahindra, is focused on automobile manufacturing. It also specialises in brands across auto, tractors, farm machinery, finance, real estate, agriculture, hospitality, digital, renewables and steelIFrame

Tech Mahindra is the group’s technology services and consulting company. In March 2024, it announced the merger of its subsidiary Born Group with its parent company Tech Mahindra (Americas) Inc. This consolidation aims to streamline business operations, reduce costs, and lower compliance risks.

Mahindra Ag North America is the company’s agriculture brand specialising in tractors, utility vehicles and farming equipment.

This story was updated on August 6 with additional information.

Source:

PRWeek