• by Larissa Faw , February 5, 2019

NY-based creative agency Gradient is merging with LA-based social and digital agency Little Arrows to expand both its footprint as well as service offerings. 

The newly named Gradient Group will operate as Gradient Digital and Gradient Experiential in both Los Angeles and New York. 

Marci Ikeler, formerly CEO of digital agency Little Arrows, will now serve as senior partner and director of Digital while Pauline Oudin will continue as managing director and partner at Gradient Experiential. They will oversee a combined team of 50 working across a client roster that includes Facebook, Clinique, Lincoln and Paramount, as well as L’Oreal, Beam Suntory, Piper-Heidsieck and Terlato Vineyards.

This deal came out of the idea that it would be natural to pair experiential with digital and social capabilities. "This creative approach becomes a mass communication strategy with quantifiable metrics when coupled with social amplification, and is exactly what our clients need to grasp attention in all the right ways," says Oudin.