• by Fern Siegel , 11 hours ago

Global marketing company Attivo has acquired AI digital marketing and branding agency The Next Practice (TNP), based in New York and Austin.

Financial terms were not disclosed.

The move follows Attivo's 2024 acquisitions of Hill Holliday and DNY (formerly Deutsch NY) last year.

Now, TNP's CEO Chris Foster becomes CEO of DNY and former DNY CEO Val DiFebo joins the Attivo North American Board as senior advisor. Foster previously held senior leadership roles such as CEO Fallon, Global COO Saatchi & Saatchi, president global clients Publicis Group and president of Y&R Asia.

The rest of TNP's brand and leadership team remain intact. TNP works across healthcare, packaged goods and tech in B2B, DTC, B2E (employee0 and C2F (creator to fan)

TNP will work with Attivo agencies across North America, Australia, Asia and New Zealand to provide specialist digital and healthcare skills and AI-driven solutions to clients.

“At Attivo, our obsession with what’s next drives us to reimagine the future of brand and consumer engagement. To stay ahead, we’re scaling and evolving our consumer and healthcare capabilities across the U.S. through the acquisition of The Next Practice,” says Attivo Global CEO Cam Murchison. In an aggressively changing market and time of rapid AI evolution, it is important that businesses respond with rapid solutions and a flexible structure.”

Five-year-old Attivo has also launched specialist subsidiaries, including SociStudio, which handles social content and data, and Hill Holliday Quest, focused on healthcare.

TNP is now based in DNY’s New York offices.