• by Fern Siegel , May 3, 2024

BarkleyOKRP just acquired Adlucent from Advantage Solutions. Financial details were not disclosed.

Based in Austin, Texas, Adlucent, a performance media and marketing technology company, creates custom paid media strategies for retail and service companies across search, display, social and retail media networks. Adlucent is also Google’s largest shopping ads agency in the U.S.

Its brand work includes Zappos, The Vitamin Shoppe and Rawlings.

Barkley and OKRP merged in March. This is the independent agency's first acquisition.

“BarkleyOKRP fills the gap between holding companies and boutique shops, providing the best of both,” said Jeff King, CEO of BarkleyOKRP. “This acquisition of Adlucent supports our strategic vision to scale integrated media capabilities, expand our technology offering, and grow our media and data team to more than 250 experts, driving consumer engagement and ROI for our clients.”

BarkleyOKRP will now have offices in Kansas City, Chicago, Denver, New York, Pittsburgh and Austin. Client work includes Burger King, Metro by T-Mobile, Planet Fitness and AMC Theaters.

Ashwani Dhar, former CEO of Adlucent, becomes chief performance officer at BarkleyOKRP. Dhar reports to King.