Revolving Door Agency Moves: Barbarian, Havas, WPP & More

This week’s roundup highlights the latest agency moves, mergers, and strategic initiatives shaping the industry landscape.

Adnami

Adnami launched Sonar, a tool designed to simplify attention measurement in digital advertising. Sonar allows advertisers to better understand how users engage with their campaigns, offering a more streamlined and efficient way to measure attention and optimize digital media strategies.

Alpha FMC

Alpha FMC completed the double acquisition of White Marble Consulting and Bankside Financial Solutions Consulting. These two companies bring specialized marketing and technology consulting services to Alpha, expanding its asset and wealth management offerings. White Marble provides marketing services to asset management and alternatives clients, while Bankside delivers expertise in data integration and technology transformations.

Amplify

Amplify launched Futures, a new innovation offering designed to harness the power of emerging technologies. Futures helps brands immerse audiences through creative technology, entertainment, and IP. The initiative focuses on combining storytelling with technological advancements to create memorable brand experiences.

Barbarian

Barbarian acquired digital transformation company g-Innovations to strengthen its technological capabilities. The acquisition enhances Barbarian’s digital offerings, positioning the agency to deliver more integrated solutions for clients navigating digital transformation challenges.

Havas

Havas acquired U.K.-based digital data agency DMPG to strengthen its global data, technology, and analytics capabilities. DMPG, a top Adobe-recommended independent, brings expertise in customer experience strategy, digital analytics, and omnichannel data activation. This acquisition aligns with Havas’ strategy to enhance its omnichannel marketing solutions for clients.

Hawke Media

Hawke Media acquired Mcomm Group, solidifying its position as a B2B marketing powerhouse. The acquisition expands Hawke’s capabilities, allowing the agency to provide more comprehensive marketing services to business-to-business clients across various sectors.

Kitten Production

Kitten Production joined The Independents, a global communications group specializing in luxury, fashion, and lifestyle. Kitten Production, known for its high-quality content production in the luxury sector, expands its reach with new offices in New York and Tokyo, leveraging The Independents’ global platform.

Mediaworks

Mediaworks donated £20,000 worth of IT equipment to The Turing Trust as part of its “Owning Your Future” initiative. The donation includes nearly 100 laptops and accessories that will help underserved communities in Africa gain access to digital tools for education.

MindgruveMacarta

MindgruveMacarta merged with Icon Commerce to strengthen its omnichannel commerce capabilities. The merger combines Icon Commerce’s expertise in in-store retail marketing with MindgruveMacarta’s advanced analytics and performance marketing services, creating a more comprehensive offering for clients.

New Engen

New Engen developed a proprietary bid multiplier UI to optimize Meta’s Advantage+ Shopping campaigns. The new solution allows clients to increase bids on high-value customer segments, resulting in significant improvements in return on ad spend (ROAS), average order value (AOV), and cost per acquisition (CPA).

Novus

Novus became the media agency of record for DePaul University. NOVUS leverages its hyperlocal marketing approach to promote the university and target parents and teens across Illinois. The partnership enhances DePaul’s visibility amidst a competitive education landscape through a digital-centric strategy supplemented by multicultural insights.

OddBeast

Polymath Motion, a motion design and production studio serving clients including Seagram’s VO, John Frieda and Febreze, has rebranded as OddBeast. The change ushers in a new era for the company, which was founded in 2017 by 3D animation specialist-turned business leader Ronny Young.

Secret Weapon

After 27 years, creative agency Secret Weapon has closed its doors. Known for its unconventional and highly creative work, Secret Weapon left a lasting impact on the advertising industry with its unique approach to brand building.

Shadow

Shadow announced its new partnership with The Mercer, Soho’s foremost five-star luxury hotel. As the hotel’s new agency of record, Shadow will manage media relations, VIP partnerships, and more to enhance The Mercer’s brand visibility and status among discerning travelers and creatives.

The Secret Little Agency

Travel experience disruptor Klook appointed The Secret Little Agency as its creative partner to shape its global brand strategy. The collaboration focuses on developing a new global brand platform and communications to support Klook’s next phase of growth.

Vistar Media

Vistar Media made its traditional out-of-home planning software, Adstruc, available to U.S. clients. The platform streamlines workflows for media planners, making it easier for agencies to manage traditional out-of-home campaigns alongside digital offerings, saving significant time and increasing campaign efficiency.

WPP

WPP acquired New Commercial Arts (NCA), one of the U.K.’s fastest-growing independent creative agencies. NCA now joins Ogilvy’s global creative network, further enhancing WPP’s presence in the UK and expanding its capabilities in creative and customer experience solutions.