Interpublic Group (IPG) is in negotiations to sell its digital marketing agency R/GA to India’s Tata Consultancy Services (TCS), according to a report by The Wall Street Journal.

This potential sale is said to be part of a broader strategy by consulting firms to strengthen their presence on Madison Avenue, the hub of the advertising industry.

Tata Consultancy Services was founded in 1968 by Tata Sons. Over the decades, TCS has established a significant presence in Asia-Pacific, becoming one of the largest IT services and consulting firms in the region. TCS provides a wide range of services including digital transformation, IT consulting, and business solutions to numerous industries across the region. The company has established a strong foothold through partnerships and solutions tailored to Asia-Pacific.

R/GA, on the other hand, has made its mark in the Asia-Pacific region through its creative and digital marketing prowess. Founded in 1977 by Bob Greenberg, the agency is known for its cutting-edge campaigns and innovative use of technology. It has also worked with prominent brands in the region and worldwide, including Toyota, Google’s Android, Samsung, Diageo, Fujitsu, and Nike. R/GA’s focus on blending creativity with technology has allowed it to build a robust presence, particularly in key markets like Singapore, Sydney, and Tokyo.

The agency joined IPG in 2001 through the acquisition of its parent company, True North Communications.

The potential acquisition by TCS would place RGA alongside other consulting giants like Accenture and Deloitte, which have expanded into the marketing sector by building and acquiring agencies that offer digital transformation, experiential marketing, creative services, and web/mobile development. While the exact terms of the deal are undisclosed, sources familiar with the matter suggested to The Wall Street Journal that R/GA could be valued at approximately $300m. However, final agreement on valuation has yet to be reached, and the deal may still not follow through.

In addition to the acquisition, Interpublic and TCS are reportedly discussing a broader strategic partnership, which could involve collaboration on AI and data solutions for shared clients.

Despite its past successes, R/GA has faced recent challenges, including executive turnover, client losses, and a decline in ad spend, particularly from tech clients, which led to a 20% revenue drop last year to about $200m, according to The Journal.

The proposed sale is said to be part of Interpublic’s efforts to streamline its operations and adapt to the rapidly evolving advertising landscape, increasingly influenced by artificial intelligence and digital transformation.

Campaign has reached out to IPG for comment.

A version of this article first appeared on Campaign Asia.