• by Joe Mandese  @mp_joemandese, December 5, 2024

Interpublic this morning announced the sale of DUMBO-based digital agency Huge and the acquisition of Mumbai-based "ecommerce intelligence platform" Intelligence Node.

Terms of both deals were not disclosed.

The holding company, which acquired a stake in Huge in 2008, indicated a potential sale was in the works during a previous earnings call with investors.

Interpublic said it sold the agency to private equity firm AEA Investors for an undisclosed sum.

In a separate deal, it said it acquired privately-held Intelligence Node to bolster its position in commerce and retail media.

The move follows Omnicom's acquisition of digital commerce platform Flywheel Digital from Ascential plc. late last year.

Intelligence Node utilizes AI technology to aggregate and analyze "billions of data points across over 1,900 retail categories in 34 global markets," the company said.

"As commerce and retail media continue their rapid convergence, actionable data is paramount to maximizing brand performance," Interpublic CEO Philippe Krakowsky explained in a statement.