Active entity purchases The Next Practice to strengthen AI and digital competencies
Global marketing services firm Attivo has completed the acquisition of The Next Practice (TNP), a five-year-old digital marketing agency based in New York and Austin, Texas. The deal, effective from the start, represents Attivo's latest U.S. acquisition, broadening its U.S. presence and reinforcing its consumer and healthcare marketing capabilities.
In January 2024, the New Zealand-based company had acquired Deutsch New York (now DNY) and Hill Holliday from IPG. As part of this transaction, TNP's CEO, Chris Foster, has been named CEO of DNY and will also serve as the chairman of TNP. Overseeing TNP as its new CEO is agency veteran Colin Foster. Current DNY CEO Val DiFebo will move into the role of senior strategy advisor at the agency and has been appointed to Attivo's North American board. TNP will operate out of DNY's New York offices but will remain an autonomous brand.
Cam Murchison, global CEO of Attivo, disclosed that discussions with TNP commenced several months ago as Attivo seeks to "achieve rapid scale" in the U.S. market by acquiring agencies and fortifying its global offering. Murchison declined to share revenue or headcount figures for TNP.
He expressed that Attivo found TNP's AI and data-driven approach intriguing, founded on an agile, open architecture. Murchison commented that this acquisition is of great interest to Attivo as it strives to provide a complete solution for its clients. He also mentioned that the cultural fit between TNP and Attivo was excellent, as both entities are committed to innovation and creating impactful, inspiring ideas.
Despite acquiring three U.S. agencies over the past year and a half, Attivo has "no plans" to merge them, according to Murchison. He said the agencies occupy substantially different market positions, providing an opportunity to preserve their unique stories and legacies independently.
Murchison did not disclose specific growth or margin targets for TNP under its new ownership. He stated that the change in ownership offers TNP greater opportunities to collaborate with DNY, Hill Holliday, and other Attivo Group agencies to pioneer innovations and to respond swiftly to market changes.
In brief, Attivo's acquisition strategy centers on rapid scale expansion in key markets, integrating AI and digital innovation at the core of its marketing services, expanding specialized capabilities in healthcare and consumer sectors, and establishing a global network of agencies that collaborate closely to deliver future-ready marketing solutions, a strategy that aims to position Attivo as a leading, innovative marketing services group with broad expertise and expansive geographic reach.
- The acquisition of The Next Practice (TNP) by Attivo, as revealed by Cam Murchison, global CEO of Attivo, is of great interest to Attivo as it aims to provide a complete solution for its clients, given TNP's AI and data-driven approach.
- Attivo has no plans to merge the three U.S. agencies it has acquired over the past year and a half, such as TNP, The Next Practice's CEO, Chris Foster, is now CEO of Deutsch New York (DNY), and TNP will operate out of DNY's New York offices but will remain an autonomous brand.
- The change in ownership offers TNP greater opportunities to collaborate with DNY, Hill Holliday, and other Attivo Group agencies, which Murchison believes will contribute significantly to TNP's growth in the future, as Attivo strives to position itself as a leading, innovative marketing services group with broad expertise and expansive geographic reach.
