Expands Presence in the U.S.: Brainlabs Buys Out Exverus Media
Brainlabs, a London-based digital marketing agency, has made a strategic move to establish a stronger presence on the West Coast by acquiring Los Angeles-based Exverus Media. This deal marks a significant expansion for Brainlabs, with the agency now managing over $1 billion in U.S. billings and employing a global team of more than 1,060 employees.
Exverus Media, which manages over $100 million in client media spend, brings a wealth of expertise to Brainlabs. The acquisition enhances Brainlabs' full-funnel media buying capabilities across traditional, programmatic, retail media, e-commerce, paid search, and paid social channels.
The deal transforms Brainlabs from a mostly performance-led agency into a full-service agency of record (AOR) across all media channels. This shift addresses the growing demand from clients for integrated, full-funnel media strategies that incorporate both brand and direct response tactics.
Exverus' award-winning creative strategy and upper-funnel expertise complement Brainlabs' data-driven, AI-powered media approach. This combination strengthens Brainlabs' ability to serve mid-to-large domestic brands, providing a proposition that is superior to traditional holding companies focused on cost-cutting.
Following the acquisition, Exverus will operate relatively independently for the next year, with its co-founders Bill Durrant, Talia Arnold, and Jack Win continuing to lead the team from Los Angeles. This strategic move completes Brainlabs' coast-to-coast U.S. footprint, giving it a strong foothold on the West Coast and positioning it competitively for further U.S. market expansion.
Daniel Gilbert, CEO and founder of Brainlabs, described the deal as completing the agency's transformation into a full-service AOR across all media channels. He also noted that the deal is "the inverse of how the hold cos would think about acquisition."
In the wake of industry consolidation and layoffs, Gilbert sees the Exverus deal and Brainlabs' growth as a bright spot in the media agency sector. He believes that the advertising industry is finding its new homes in independents.
Brainlabs is currently hiring across several media roles, reflecting its continued growth and commitment to providing top-tier services to its clients. The agency has acquired a handful of agencies in the past few years, including Hanapin, Distilled, Nabler, Fanbytes, Sparro, and Jack Nimble.
UNICEF USA has picked Brainlabs as its Media Agency of Record, further testament to the agency's growing reputation and capabilities. Clients seek a consolidated view of their marketing, and Brainlabs is well-positioned to deliver this, with its expanded media buying scale, geographic reach, full-funnel capabilities, and creative services.
The Exverus deal reflects growing client demand for single-agency solutions that offer integrated strategy, execution, and transparency across the full media funnel. Brainlabs is targeting 20% global revenue growth this year, and with its latest acquisition, it is well on its way to achieving this goal.
In summary, the acquisition of Exverus Media expands Brainlabs' media buying scale, geographic reach, full-funnel capabilities, and creative services. This move positions Brainlabs as a leading contender in the media agency sector, serving ambitious brands seeking integrated media solutions.
- The acquisition of Exverus Media has strengthened Brainlabs' position in the media agency sector, providing a proposition that is superior to traditional holding companies focused on cost-cutting.
- The deal transforms Brainlabs from a mostly performance-led agency into a full-service agency of record (AOR) across all media channels, addressing the growing demand from clients for integrated, full-funnel media strategies.
- Brainlabs is focused on growth, with a goal of achieving 20% global revenue growth this year, and their latest acquisition of Exverus Media brings them one step closer to this goal.
