Dentsu Aegis Network Acquires Gravity Media (UPDATED)

What: Dentsu Aegis Network announced the acquisition of Findr Group, owner of Gravity Media (“Gravity”). Financial terms were not disclosed. Acquisition of multicultural agency will form a backbone of Dentsu Aegis’ specialised multicultural marketing offering in the US.
Why it matters: The amount of independently owned agencies in multicultural markets is becoming even smaller. Most are owned by a major agency conglomerates. Gravity Media, to be called Gravity from now on, will work together with Carat's multicultural team which handles accounts including Macy's, Adidas and Pfizer.

Dentsu Aegis Networkdescargadescarga announced the acquisition of Findr Group, owner of Gravity Media (“Gravity”), a full-service multicultural marketing agency headquartered in New York City.

As part of the network, Gravity will form the backbone of the group’s specialised and dedicated multicultural marketing offering in the US, complementing and strengthening its existing capabilities in the areas of multicultural strategy, creative, social and digital media.

UPDATED: Below 3 questions were answered by a Dentsu Aegis spokewoman:
Will Carat's multicultural team continue working independently or as part of Gravity Media?
"Gravity and Carat will continue to work independently but will look for opportunities to collaborate where appropriate."

Will Gravity Media continue to be called "Gravity Media"
"Gravity Media will be referred to as Gravity moving forward."

What growth plans are ahead for Dentsu - Aegis as it relates to the multicultural market?

"To be competitive in the US market, it’s critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing US demographics and consumer habits led by digital, and we are committed to helping our clients communicate effectively with diverse audiences. As part of Dentsu Aegis, Gravity’s award-winning multicultural capabilities will augment our service offering for clients and better position the group in this growing market. "

Co-founded in 2009, Gravity has become one of the most distinguished multicultural agencies in the United States and the largest in billings for Asian American marketing, according to Advertising Age. In addition, the Inc. 500 has recognised Gravity as one of the fastest-growing agencies amongst other multicultural segments. With headquarters in New York City, Gravity is home to 33 experts who collectively speak more than 20 languages.

Gravity will form the backbone of the group’s specialised and dedicated multicultural marketing offering in the US.

Gravity provides strategic, creative, social and media solutions for the new Total Market audience inclusive of the Hispanic, African American and Asian segments. Its clients include Comcast, Edward Jones, IDT Boss Revolution, Inter Milan, Christofle, 9/11 Memorial Museum, Western Union and the American Board of Physician Specialties.

4df8cc3faa2ce4301e8cfe23e77bb14e_400x400Following the acquisition, Gravity will continue to be led by CEO and Co-Founder Yuriy Boykiv, who will report into Rob Horler, CEO of Dentsu Aegis Network US.

“To be competitive in the US market, it’s critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing US demographics and consumer habits led by digital, and we are committed to helping our clients communicate effectively with diverse audiences,” said Horler. “As part of Dentsu Aegis, Gravity’s award-winning multicultural capabilities will augment our service offering for clients and better position the group in this growing market,” he added.

“We will continue to provide greater ROI to our clients by building upon our culture-centric approach, especially as the multicultural population in the US continues to grow,” said Boykiv. “We know that we have found the right partner to help us in our next stage of our growth and our collaboration will provide greater resources, talent and reach to our clients and across Dentsu Aegis Network’s impressive line-up of businesses,” he added.

 


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