Acquisition of Awarded Multicultural Agency Will Form Backbone of Dentsu Aegis’ Specialised Multicultural Marketing Offering in US
NEW YORK – Dentsu Aegis Network today announces 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.
According to the most recent US Census data, nearly 35 percent of the US population identify as multicultural. With this number only expected to grow, the acquisition of Gravity will extend the group’s ability to meet clients’ increasing needs for stronger and more digitally-led multicultural marketing to reach its consumers.
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 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, Inter Milan, Christofle, 9/11 Memorial Museum, Western Union and the American Board of Physician Specialties.
Following 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.
Financial terms were not disclosed.