London-based advertising and marketing company Gravity International has acquired efficiency media company Advertising Physician, it shared with ADWEEK. Monetary phrases of the deal had been undisclosed.
Advertising Physician’s 35-person group will be part of Gravity International, bringing its international headcount to the mid-400s. There shall be no redundancies on account of the acquisition.
Janet Casey, founder and CEO of Advertising Physician, will handle Gravity Edge, one among Gravity’s enterprise models, whereas president Michaela Schwartz, vp Kate Popp and AVP of media Colleen Longley will tackle soon-to-be-announced management roles.
Advertising Physician is Gravity International’s second acquisition this yr because the agency accelerates U.S. enlargement, following its April buy of Minnesota-based healthcare branding agency LEE Branding.
In keeping with Jose Lozano, president and North America CEO of Gravity International, the deal checked each field within the company’s M&A technique: “There’s actually three explanation why we transfer ahead with an company, and that’s to shore up depth inside a follow, so as to add a functionality, or so as to add a sector,” Lozano advised ADWEEK. “They test each single one of many bins.”
Advertising Physician strengthens Gravity’s media follow and expands its public sector roster with purchasers such because the State of New Jersey, whereas deepening experience in complicated industries like aviation, semiconductors and franchised retail.
Defying Gravity
The advertising and marketing Physician acquisition comes on the heels of a busy few months for Gravity International.
In June, it was named artistic AOR for pizza chain Hungry Howie’s. The identical month it launched Gravity One, a millennial- and Gen Z-focused division led by 5 former Madwell executives together with Charlie Smith and Devin Kharpertian.
Advertising Physician is the second women-owned company Gravity International has acquired this yr. Lozano stated that Gravity International makes acquisitions based mostly on the work an company does and their organizational match, however added “there’s a continued dedication to range in our group.”
“Any alternative we now have so as to add a corporation and leaders that add range of thought and variety to our group, we’ll completely soar two toes in,” he continued.
Backed by U.Ok.-based personal fairness agency Elysian Capital, Gravity International has been on a deal-making streak. Lozano stated the agency’s assist has been pivotal: “They’re in a position to and keen to be artistic in several manners, to drag one thing off that’s useful to the company proprietor, and likewise good for our enterprise.”
When requested about future offers, he stated, “We’re all the time open to acquisitions. We’re nearly all the time in dialog with different companies.”
