Marketing Doctor, a regional marketing firm, has been acquired by Gravity Global in an effort to bolster its operations in the U.S., furthering its expansion goals.
In a strategic move to bolster its media practice and expand its public sector roster, London-based marketing agency Gravity Global has announced the acquisition of performance media agency Marketing Doctor.
The deal, which aligns with Gravity Global's M&A strategy, brings Marketing Doctor's 35-person team to Gravity Global, increasing its global headcount to the mid-400s. According to Jose Lozano, the acquisition checks every box in Gravity Global's M&A strategy.
Five former Madwell executives, including Charlie Smith and Devin Kharpertian, lead Gravity One, Gravity Global's millennial- and Gen Z-focused division, which was launched in June. With the addition of Marketing Doctor, Gravity Global is poised to strengthen its capabilities and sector reach.
In addition to the leadership changes at Gravity One, Michaela Schwartz, vice president, Kate Popp, and AVP of media Colleen Longley will take on soon-to-be-announced leadership roles in Gravity Global.
The private equity firm supporting Gravity Global in its acquisitions is the U.K.-based Elysian Capital. Elysian Capital's support has been pivotal for Gravity Global's deal-making streak, enabling the agency to expand strategically, such as accelerating its U.S. expansion.
Janet Casey, founder and CEO of Marketing Doctor, will manage Gravity Edge, one of Gravity's business units. Marketing Doctor's clients include the State of New Jersey, and they deepen expertise in complex industries like aviation, semiconductors, and franchised retail.
This is Gravity Global's second acquisition this year, following its April purchase of Minnesota-based healthcare branding firm LEE Branding. The acquisition of Marketing Doctor also marks the second women-owned agency Gravity Global has acquired this year.
Gravity Global was named creative AOR for pizza chain Hungry Howie's in June. There will be no redundancies resulting from the acquisition.
Gravity Global remains committed to diversity in its organization, and it continues to be in dialog with other agencies for potential acquisitions. Gravity Global makes acquisitions based on the work an agency does and their organizational fit.
The financial terms of the deal were undisclosed.
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