U.S. expansion for Brainlabs through the acquisition of Exverus is announced.
In a move aimed at preserving Exverus' culture while adding Brainlabs' technological prowess and reach, the digital marketing giant has announced the acquisition of LA-based Exverus Media. This strategic move positions Brainlabs as a single agency of record that refuses to choose between TV and TikTok, retail media and programmatic, brand lift and ROAS.
Enhanced Full-Funnel Media Capabilities
The acquisition allows Brainlabs to offer a comprehensive full-funnel approach, integrating both upper-funnel brand awareness and lower-funnel performance media. Exverus' strengths in top-of-funnel strategy complement Brainlabs' existing AI-driven and performance-oriented media expertise.
Seamless Cross-Channel Orchestration
Combining Exverus' pioneering data-driven planning across traditional, programmatic, retail, e-commerce, paid search, and paid social media with Brainlabs’ AI-enhanced capabilities enables more cohesive campaigns across all media channels.
Expansion of Geographic Reach
The deal gives Brainlabs a strong West Coast presence, complementing its existing US operations and adding coast-to-coast coverage. This expansion supports better service for clients with nationwide media needs.
Increased Scale and Resources
The combined company now has over 1,060 employees and manages over $1 billion in US client media spend. This scale empowers more sophisticated media buying and planning supported by a global team, enhancing service quality and innovation potential.
Industry Recognition and Credibility
Exverus' multiple awards, including Adweek's 2024 Breakthrough Media Agency of the Year, Ad Age Small Media Agency of the Year, Cannes LIONS finalist honors, bring proven expertise and reputable brand strength to Brainlabs, raising the combined agency’s stature.
Advanced Use of AI and Real Intelligence
Brainlabs’ AI-driven “Real Intelligence” approach combined with Exverus’ full-funnel expertise creates a powerful blend of artificial and human intelligence to better understand consumer behaviors, optimize spend, and drive actionable business outcomes.
Future Productization and Benefits
Potential productization of Exverus' cross-channel planning tools atop Brainlabs' AI stack is a possibility. Brainlabs clients gain traditional planning heft, linear buying muscle, and a deeper cross-channel analytics bench from the Exverus acquisition.
In sum, clients benefit from a full-service agency of record model delivering unified media strategies and execution at scale, backed by advanced AI tools and deep cross-channel expertise. The combined agency strengthens its competitive position as a cutting-edge independent media group capable of delivering breakthrough results across all media.
Brainlabs is targeting 20% global revenue growth this year and is actively hiring across media roles. Exverus founders Bill Durrant, Talia Arnold, and Jack Win will stay in place for the next year, operating relatively independently. The acquisition is backed by private equity firm Falfurrias Capital.
No further North America acquisitions by Brainlabs are imminent, suggesting the focus now shifts to digestion and deployment. As the industry continues to evolve, Brainlabs and Exverus are poised to lead the way in delivering innovative, effective, and data-driven media solutions.
[1] Brainlabs Press Release: Brainlabs Acquires Exverus Media (brainlabsdigital.com) [2] Adweek: Exverus Media Named 2024 Breakthrough Media Agency of the Year (adweek.com) [3] Ad Age: Exverus Media Takes Home Three Ad Age Small Media Agency of the Year Titles (adage.com) [4] Cannes LIONS: Exverus Media Finalist for Multiple Cannes LIONS Awards (lionsfestival.com) [5] Marketing Dive: Brainlabs Acquires Exverus Media, Bolstering Full-Funnel Capabilities (marketingdive.com)
Business expansion is highlighted with the acquisition of Exverus Media, enhancing Brainlabs' geographic reach, especially on the West Coast. This acquisition also increases the agency's scale and resources, with over 1,060 employees managing over $1 billion in US client media spend. Furthermore, the amalgamation of Exverus' data-driven planning and Brainlabs' AI-enhanced capabilities promises seamless cross-channel orchestration, improving the quality of service for clients with nationwide media needs.
