- Independent agency BarkleyOKRP has acquired performance media and marketing technology company Adlucent from Advantage Solutions, according to a press release. Terms weren’t disclosed.
- The deal, the primary since since Barkley and OKRP merged in March, will provide the shop with deeper expertise in e-commerce, retail and lead generation across search, display, social and retail media.
- Through the acquisition, BarkleyOKRP will employ greater than 800 people and have offices in Kansas City, Chicago, Denver, New York City, Pittsburgh and Austin. Adlucent CEO Ashwani Dhar will develop into BarkleyOKRP’s chief performance officer, reporting to BarkleyOKRP CEO Jeff King.
Barkley and OKRP’s merger in March was all about scaling up to compete against the massive holding firms and global networks which are becoming one-stop shops for his or her clients. The deal for Adlucent, which is Google’s largest shopping ads agency within the U.S., will help the newly merged agency deepen its know-how in the important thing performance marketing space and construct on BarkleyOKRP’s positioning as “big indie” that may offer broad capabilities mixed with breakthrough strategy and artistic.
“This acquisition of Adlucent supports our strategic vision to scale integrated media capabilities, expand our technology offering, and grow our media and data team to greater than 250 experts, driving consumer engagement and ROI for our clients,” said Jeff King, CEO of BarkleyOKRP, in a release.
Adlucent’s client roster includes Zappos, The Vitamin Shoppe, 1-800-Contacts, Rawlings and Global Industrial. It is an authorized Google Marketing Platform, Google Premier Partner, Google Cloud Partner, Microsoft Advertising Elite Partner and Meta Business Partner.
Across the marketing and promoting industries, performance marketing stays a key focus for marketers and media firms looking to drive results. NBCUniversal, for instance, is concentrated on making TV promoting look more like digital in its capability to optimized paid search, paid social and programmatic ads in real time.
At the identical time, there may be renewed energy around the importance of name constructing, which might bolster brands and help them get through rough periods.
“BarkleyOKRP fills the gap between holding firms and boutique shops, providing the very best of each — broad capabilities led by breakthrough strategy and artistic,” King said in an announcement.
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