Lozano added: “By combining our scale, the global practices, the divisions, the capabilities we have, with the specialism of this practice and the targeting of this audience, we believe that we fit a perfect gap within the industry.”

The Gravity One team may be tapped to work on Gravity Global accounts, but will also build out its own roster. 

“We have this small, nimble team that can be different, fast, faster,” said Kharpertian. “We have this opportunity to create stuff very quickly, get into market fast, but still have the backing of a larger institution. It really is the best of all worlds.”

Talks are underway with some prospects, but the agency has yet to secure its first piece of business. Kharpertian did not want to share details of any conversations, such as whether any former Madwell clients might follow.

The group is not being held to any specific revenue targets, Gravity Global confirmed.

Success will be tied to having a “strong client roster and really doing impactful work,” said Smith. “You see many of these acquisitions and deals happen that are revenue-based. This was truly an investment in the talent. Of course, we’ll have to be successful and prove ourselves financially for this to make sense.”

The formation of Gravity One developed quickly in the wake of Madwell’s closure, as Smith was introduced to Gravity Global president Lozano through Mark Mitton, president of Gravity’s startup-focused arm, Sprint. 

Lozano called the deal “a meeting of minds.”

“[Smith and Kharpertian], along with their team, have done an unbelievable job,” said Lozano, “and what happened at their previous employer plays no role in their credibility, in their experience, in their ability to be successful.”