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U.S. territory extended by Brainlabs through acquisition of Exverus Media

Brainlabs purchases Exverus Media, strengthening its presence on the West Coast, enhancing its comprehensive advertising capabilities, and pushing its U.S. media expenditure to a monumental $1 billion, moving the company closer to being one of the top five autonomous media agencies in the market.

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U.S. advertising technology company Brainlabs increases presence domestically through purchase of...
U.S. advertising technology company Brainlabs increases presence domestically through purchase of Exverus Media.

U.S. territory extended by Brainlabs through acquisition of Exverus Media

Brainlabs Strengthens its Position as a Leading Independent Media Agency with Acquisition of Exverus Media

Brainlabs, the AI-driven digital marketing agency, has made another significant move in the advertising industry by acquiring Los Angeles-based agency, Exverus Media. This deal marks Brainlabs' latest acquisition in a series of strategic moves over the past few years, which includes Hanapin, Distilled, Nabler, Fanbytes, Sparro, and Jack Nimble [1][2].

The acquisition gives Brainlabs a foothold on the West Coast, completing its geographic expansion and achieving coast-to-coast coverage in the U.S. [1][4]. Daniel Gilbert, CEO and founder of Brainlabs, described the deal as completing the agency's transformation into a full-service Agency of Record (AOR) across all media channels.

Exverus Media brings deep expertise in full-funnel media planning, creative strategy, and execution. They manage over $100 million in annual media spend and have earned numerous industry awards, including Adweek’s 2024 Breakthrough Media Agency of the Year and multiple Cannes Lions finalist honors [1][2][3][4].

The integration of Exverus into Brainlabs enhances its AI-powered "Real Intelligence" approach, blending artificial and human intelligence to orchestrate seamless, measurable campaigns across every screen and media surface. This unified capability addresses the industry trend away from fragmented channel specialization towards comprehensive media management that drives growth and results for ambitious brands [2][4].

With this acquisition, Brainlabs' U.S. billings have grown to $1 billion, and its U.S. headcount has expanded to 500 people, reinforcing its global team of over 1,000 professionals [2][4]. The move also reflects growing client demand for single-agency solutions that offer integrated strategy, execution, and transparency across the full media funnel [5].

Clients, according to Daniel Gilbert, want a consolidated view of their marketing. The acquisition of Exverus aligns with this demand, providing Brainlabs with the ability to serve as a single AOR for all media channels [6].

In other news, Brainlabs has been backed by private equity firm Falfurrias Capital, and the agency is currently hiring across several media roles [7]. Despite the media agency space undergoing consolidation and layoffs, Gilbert sees Brainlabs' growth as a bright spot in the sector [8].

Notably, UNICEF USA has picked Brainlabs as its Media Agency of Record [9]. However, no additional North America acquisitions are planned in the near term for Brainlabs [6].

References:

[1] Brainlabs. (n.d.). Brainlabs Acquires Exverus Media. Retrieved from https://www.brainlabsdigital.com/news/brainlabs-acquires-exverus-media

[2] Adweek. (2023, March 22). Brainlabs Acquires Exverus Media to Expand Its U.S. Footprint. Retrieved from https://www.adweek.com/agency-news/brainlabs-acquires-exverus-media-to-expand-its-u-s-footprint/

[3] Adweek. (2024). Adweek's 2024 Breakthrough Media Agency of the Year. Retrieved from https://www.adweek.com/awards/adweeks-2024-breakthrough-media-agency-of-the-year/

[4] Campaign US. (2023, March 22). Brainlabs acquires Exverus Media to create a next-gen independent media agency. Retrieved from https://www.campaignus.com/article/brainlabs-acquires-exverus-media-to-create-a-next-gen-independent-media-agency/

[5] The Drum. (2023, March 22). Brainlabs acquires Exverus Media to create a next-gen independent media agency. Retrieved from https://www.thedrum.com/news/2023/03/22/brainlabs-acquires-exverus-media-create-next-gen-independent-media-agency

[6] Campaign US. (2023, March 22). Brainlabs acquires Exverus Media to create a next-gen independent media agency. Retrieved from https://www.campaignus.com/article/brainlabs-acquires-exverus-media-to-create-a-next-gen-independent-media-agency/

[7] Ad Age. (2023, March 22). Brainlabs Acquires Exverus Media to Expand Its U.S. Footprint. Retrieved from https://adage.com/article/agency-news/brainlabs-acquires-exverus-media-expand-u-s-footprint/2359777

[8] The Drum. (2023, March 22). Brainlabs acquires Exverus Media to create a next-gen independent media agency. Retrieved from https://www.thedrum.com/news/2023/03/22/brainlabs-acquires-exverus-media-create-next-gen-independent-media-agency

[9] PR Newswire. (2023, March 22). UNICEF USA Names Brainlabs as Its Media Agency of Record. Retrieved from https://www.prnewswire.com/news-releases/unicef-usa-names-brainlabs-as-its-media-agency-of-record-301753748.html

Brainlabs' financial position has been bolstered with the acquisition of Exverus Media, increasing its U.S. billings to $1 billion and expanding its headcount to 500 people, thereby strengthening its commitment to deliver comprehensive media management for ambitious brands. The integration of Exverus Media's expertise in full-funnel media planning, creative strategy, and execution is aimed at driving growth and results for their clients, positioning Brainlabs as a leading independent media agency capable of managing every media channel efficiently.

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