U.S. Expansion for Brainlabs through Acquisition of Exverus Media
Brainlabs Expands Presence with Acquisition of Exverus Media
In a significant move, Brainlabs, the London-based digital marketing agency founded by Daniel Gilbert, has acquired Los Angeles-based Exverus Media. This acquisition marks a major step in Brainlabs' transformation into a full-service Agency of Record (AOR) across all media channels [1][2][4].
The strategic rationale behind the acquisition is to enhance full-funnel media capabilities and expand Brainlabs' geographic footprint in the U.S., particularly establishing a strong West Coast presence. The combination of Exverus' expertise in upper-funnel, brand-focused media planning with Brainlabs' AI-powered, performance-driven approach will enable Brainlabs to offer comprehensive media services [1][2].
Key strategic elements include full-funnel media integration, where Exverus brings deep skills in brand strategy, traditional advertising, programmatic, retail media, e-commerce, paid search, and paid social. This complements Brainlabs’ AI-driven digital performance strengths, providing clients with a demand for end-to-end media planning and execution across all funnel stages [1][2].
The acquisition also strengthens Brainlabs' competitive position in the North American market with Exverus based in Los Angeles, establishing a coast-to-coast U.S. presence [1][3][4]. Additionally, Exverus manages over $100 million in annual media spend, boosting Brainlabs’ billings to approximately $1.13 billion and global headcount past 1,060 employees [1][3][4].
This move is indicative of the increasing consolidation among independent agencies as they leverage acquisitions to compete against large holding companies by offering comprehensive media services with AI-enabled precision [2][4]. It also raises the bar for AI-powered full-funnel media offerings, combining data-driven upper-funnel creativity and brand-building with performance marketing, addressing evolving client demands for measurable yet holistic media strategies [1][2][4].
Brainlabs, known for its rapid growth, is targeting 20% global revenue growth this year. The agency has acquired a handful of agencies in the past few years, including Hanapin, Distilled, Nabler, Fanbytes, Sparro, and Jack Nimble [5]. The Exverus deal reflects growing client demand for single-agency solutions that offer integrated strategy, execution, and transparency across the full media funnel.
Daniel Gilbert, CEO of Brainlabs, described the deal as "the inverse of how the hold cos would think about acquisition." Exverus will operate as a relatively independent unit for the next year, with its co-founders-Bill Durrant, Talia Arnold, and Jack Win-remaining in their current roles, continuing to lead the team from Los Angeles [6].
As the advertising industry undergoes consolidation and layoffs, the Exverus deal is seen as a bright spot in the sector. Gilbert stated that the industry is finding its new homes in independents. He described Brainlabs as a leader in integrated AI-driven media innovation, setting new standards for how independent agencies can scale and differentiate in a competitive landscape increasingly dominated by large conglomerates [1][2][4].
With the acquisition, Brainlabs' headcount expands to 500 people in the U.S. and more than 1,060 globally. The company is currently hiring across several media roles [3]. Brainlabs has been selected as UNICEF USA's Media Agency of Record, marking another significant milestone in its growth journey [7].
[1] https://www.adexchanger.com/digital-agency/brainlabs-acquires-exverus-media-to-boost-full-funnel-capabilities-and-west-coast-presence/ [2] https://www.thedrum.com/news/2021/03/25/brainlabs-acquires-exverus-media-boost-full-funnel-capabilities-west-coast-presence [3] https://www.adweek.com/agency-news/brainlabs-acquires-exverus-media-to-boost-full-funnel-capabilities-west-coast-presence/ [4] https://www.campaignlive.co.uk/article/brainlabs-acquires-exverus-media-boost-full-funnel-capabilities-west-coast-presence/1699323 [5] https://www.adweek.com/agency-news/brainlabs-acquires-exverus-media-boost-full-funnel-capabilities-west-coast-presence/ [6] https://www.adweek.com/agency-news/brainlabs-acquires-exverus-media-boost-full-funnel-capabilities-west-coast-presence/ [7] https://www.unicefusa.org/press-releases/unicef-usa-announces-brainlabs-as-its-new-media-agency-record-partner-for-2021-2023/
This acquisition, positioning Brainlabs to offer comprehensive media services, aims to capitalize on the growth potential of technology-driven full-funnel media integration.The strategic position of Exverus in the U.S., particularly on the West Coast, strengthens Brainlabs' technology-empowered competitive position in the North American market.*
