U.S. presence broadened by Brainlabs through acquisition of Exverus Media
Brainlabs, a leading performance-focused media agency, has expanded its footprint in the U.S. market by acquiring Exverus Media, a Los Angeles-based agency managing over $100 million in client media spend. This acquisition marks a significant milestone for Brainlabs, increasing its U.S. media billings to $1 billion and boosting its U.S. headcount to 500, with a global workforce exceeding 1,060.
The acquisition of Exverus Media adds a wealth of expertise to Brainlabs' AI-driven approach. Exverus' award-winning full-funnel media planning capabilities, encompassing traditional, programmatic, retail media, e-commerce, paid search, and paid social, will enable Brainlabs to serve as a single agency of record across all media channels.
Exverus' co-founders, Bill Durrant, Talia Arnold, and Jack Win, will continue to lead the team from Los Angeles, ensuring a seamless transition and fostering collaboration with Brainlabs. For the next year, Exverus will operate as a relatively independent unit, with opportunities to take shared briefs.
The deal establishes Brainlabs' West Coast foothold, completing its coast-to-coast U.S. presence, and broadens its ability to execute full-funnel strategies from upper-funnel brand building to performance marketing.
Daniel Gilbert, CEO and founder of Brainlabs, described the deal as completing the agency's transformation into a full-service AOR across all media channels. Clients, he stated, prefer a single-agency solution that offers integrated strategy, execution, and transparency across the full media funnel.
The acquisition is seen as a bright spot in the media agency sector, despite consolidation and layoffs. Gilbert contrasted the deal with holding company acquisitions, which often involve cost-cutting motives reshaping large agencies. Instead, Brainlabs has "mechanics in place" to keep staff on board.
Brainlabs has been backed by private equity firm Falfurrias Capital and has acquired several agencies in the past few years, including Hanapin, Distilled, Nabler, Fanbytes, Sparro, and Jack Nimble. The agency is currently hiring across several media roles and aims for 20% global revenue growth this year.
UNICEF USA has picked Brainlabs as its Media Agency of Record, further solidifying its position as a competitive full-service media partner for mid-to-large domestic brands. As the advertising industry finds its new homes in independents, according to Gilbert, Brainlabs is well-positioned to meet the growing demand for consolidated media services.
[1] Brainlabs Press Release
[3] Adweek
[5] Campaign US
- The acquisition of Exverus Media has expanded Brainlabs' capital, growth, and technology, enhancing its ability to executing full-funnel strategies from brand building to performance marketing.
- With the addition of Exverus Media, Brainlabs has solidified its position as a competitive full-service media partner for mid-to-large domestic brands, positioning itself well to meet the growing demand for consolidated media services.
