Inside the Empower-Ocean merger that formed a $1.5B indie media agency

Empower Media and Ocean Media last week merged to create Empower Ocean Media Group, a move that puts $1.5 billion in media billings under one roof and creates the second-largest full-funnel independent media agency group in the U.S. behind Horizon Media.

The merger comes as agency holding firms search out further consolidation, from the Omnicom-IPG merger to the possible divestiture of Dentsu — moves that executives at the newly formed company say are detrimental to marketers in search of agency partners that will help them meet myriad challenges.

“This merger creates a fearless, client-obsessed partner built to deliver agility and results that holding firms simply can’t match,” said Ashlee Clarke, CEO of Empower Media and co-chairwoman of the group, in emailed comments.

The latest group brings together a long time of experiences (Empower Media is 40 years old, while Ocean Media is 29 years old) and a 400-person headcount at offices in New York, Los Angeles and Chicago. Clients include PetSmart, Whataburger, JD Sports, BetMGM and Mint Mobile, amongst others.

The two firms will share resources and leverage their combined scale but maintain distinct operations, with Ocean Media continuing to be led by CEO Jay Langan, who will even function executive chairman of the latest group.

“This alliance is about synergy and client success. By doubling down on advanced data insights, proprietary platforms, and performance-driven media strategies, we’re redefining what an independent agency can achieve while staying true to our roots,” Langan said in a statement.

Marketing Dive reached out via email to Clarke to glean more context about the merger and what the move says about the state of the agency landscape. 

MARKETING DIVE: Why a merger now, and why this one? What does each shop bring to the table?

ASHLEE CLARKE: The timing is intentional. Our industry is at an inflection point. Marketers are demanding transparency, agility and measurable growth at a time when holding firms are still pushing one-size-fits-all buying models to prop up their bottom line. That’s not client-first, that’s holdco-first.

This merger unites a 40-year-old agency, Empower Media, built on fearless, client-first innovation, with a 30-year-old agency, Ocean Media, known for performance-driven results and a proprietary analytics platform. Together, we’re combining emotional intelligence with artificial intelligence, and Empower’s human-first storytelling with Ocean’s data precision. It’s creativity plus performance, tech plus humanity. That combination creates the independent growth partner built for where the market is headed, not where it’s been.

How did leadership choose a model that shares resources but maintains distinct operations?

We each value independence and culture. Empower and Ocean Media have built strong, distinct identities, and that’s what clients love about us. Preserving that was non-negotiable. At the same time, we recognized areas where scale unlocks true client value: technology, procurement and data. By centralizing these shared resources, we gain efficiency and buying power without sacrificing the entrepreneurial spirit that makes us different. It’s the better of each worlds: operational autonomy with shared muscle where it matters most.

What are a few of the client needs that the company can address that legacy holding firms can’t?

Holding firms make giant media deals that serve their financial interests, not their clients’. Too often, clients are forced into pre-negotiated buys that optimize for the holdco’s margins. But clients today need partners who move fast, who innovate without bureaucracy and deliver measurable outcomes at every step.

Empower Ocean Media Group is built on being a client-first growth partner. We bring real-time performance insights powered by Ocean’s proprietary platforms, human-first creativity that connects with consumers in authentic ways and full-funnel capabilities that connect brand storytelling with performance media. It’s about transparency and independence, without shareholder pressure or conflicts of interest.

What does additional holding company M&A activity mean for the media landscape and marketers?

More consolidation is coming, and with it, more of the same problems: less agility, more bureaucracy and fewer options for brands. Bigger doesn’t mean higher, it often means slower, less transparent and more beholden to the bottom line of the holding company, not the growth of the client.