Dentsu Aegis Network has acquired Findr Group, owner of Gravity Media (“Gravity”), the full-service multicultural marketing agency.
As part of the network, Gravity will form the backbone of the group’s multicultural marketing offering in the U.S., boosting existing capabilities in the specialty area that include strategy, creative, social and digital media.
Terms weren’t disclosed.
According to the most recent US Census data, nearly 35% of the American population identify as multicultural. DAN indicated that the Gravity acquisition is intended to extend the group’s ability to meet clients’ increasing needs for stronger and more digitally-led multicultural marketing to reach its consumers.
Co-\founded in 2009, the New York City-based Gravity is home to 33 experts who collectively speak more than 20 languages. The agency has a public-affairs firm subsidiary called Triomphant Communications.
Gravity’s offering covers the Hispanic, African American and Asian segments. Its clients include Comcast, Edward Jones, IDT Boss Revolution, Inter Milan, Christofle, 9/11 Memorial Museum, Western Union and the American Board of Physician Specialties.
Following the acquisition, Gravity will continue to be led by CEO and Co-Founder Yuriy Boykiv, who will report into Rob Horler, CEO of Dentsu Aegis Network US.
“To be competitive in the U.S. market, it’s critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing U.S. demographics and consumer habits,” stated Horler. “As part of Dentsu Aegis, Gravity’s award-winning multicultural capabilities will augment our service offering for clients and better position the group in this growing market,” he added.
“We will continue to provide greater ROI to our clients by building upon our culture-centric approach, especially as the multicultural population in the U.S. continues to grow,” added Boykiv. “We know that we have found the right partner to help us in our next stage of our growth and our collaboration will provide greater resources, talent and reach to our clients and across Dentsu Aegis Network.”