Brainlabs has acquired Los Angeles-based company Exverus Media, giving the worldwide efficiency media store a West Coast foothold and increasing its media shopping for capabilities throughout the funnel. Phrases of the deal weren’t disclosed.
The addition of Exverus, which manages greater than $100 million in consumer media spend, grows Brainlabs’ U.S. billings to $1 billion whereas increasing its headcount to 500 folks within the U.S. and greater than 1,060 globally.
Daniel Gilbert, CEO and founding father of Brainlabs, mentioned the deal completes the London-headquartered company’s “transformation right into a full-service AOR throughout all media channels” whereas considerably increasing its foothold within the U.S.
“For mid-to-large home manufacturers, now we have a proposition that’s considerably superior to the holding firms,” he mentioned.
Gilbert described the deal as “the inverse of how the maintain cos would take into consideration acquisition,” contrasting it with cost-cutting motives reshaping massive businesses. He mentioned Brainlabs has “mechanics in place” to maintain workers on board.
For the following 12 months, Exverus will function as a “comparatively impartial” unit, Gilbert mentioned, whereas encouraging alternatives to take shared briefs. Exverus’ co-founders—Invoice Durrant, Talia Arnold, and Jack Win—will stay of their present roles, persevering with to steer the group from Los Angeles.
A Fashionable Media Company
Brainlabs met with greater than 20 businesses earlier than deciding on Exverus, which Gilbert described as having “a brand-new set of instruments and a contemporary method to full-funnel media.”
“We didn’t need to get right into a enterprise that was shopping for and promoting remnant stock,” he added.
Brainlabs is concentrating on 20% world income progress this 12 months and is presently hiring throughout a number of media roles. No extra North America acquisitions are deliberate within the close to time period.
Backed by personal fairness agency Falfurrias Capital, Brainlabs has acquired a handful of businesses up to now few years, together with efficiency advertising company Hanapin, website positioning company Distilled, knowledge firm Nabler, and influencer advertising agency Fanbytes. Its most up-to-date worldwide acquisition occurred in January when it purchased Sparro, Australia’s largest impartial digital media company, and inventive store Jack Nimble.
Gilbert mentioned the Exverus deal displays rising consumer demand for single-agency options that provide built-in technique, execution, and transparency throughout the complete media funnel.
“Shoppers need one consolidated view of how their advertising is doing,” he mentioned. “They don’t need the info or the reporting from their digital company and the reporting from their above-the-line company. They only need one.”
Whereas the media company area is present process consolidation and layoffs, Gilbert sees the Exverus deal—and Brainlabs’ progress—as a vibrant spot within the sector.
“There’s tons of negativity every single day,” he mentioned. “The promoting business isn’t shrinking—it’s simply discovering its new houses in independents.”
