UK-based media agency Brainlabs unveiled its latest North America expansion move today—the acquisition of media agency Exverus, located in Los Angeles. Terms of the deal were not disclosed. 

Brainlabs, founded in 2012 by former Google executive Daniel Gilbert, who serves as global CEO, said the deal gives a big boost to its full-funnel media capabilities in the U.S. and will enable it to serve as a single agency of record for clients across channels. Brainlabs has developed AI-driven media planning tools which it says drive customer insights and the ability to influence action.  

Exverus was founded in 2014 by William Durrant, Talia Arnold and Jack Win, and now has a staff of about 50 and billings of more than $100 million. Clients include nutrition products marketers Premier Protein and Dymatize, and New Belgium & Bell’s Brewing. The trio will continue to manage the agency under the new ownership and clients will continue working with the same teams as they did prior to the transaction. 

With the acquisition Brainlabs says its billings now total about $1.13 billion with a staff totaling 1,060. Clients include Capital One, UNICEF USA, real estate developer Bozzuto and tour operator Hornblower Group. In addition to Los Angeles, it has offices in New York; Boca Raton; Toronto; Bloomington, IN; London; Warsaw; Buenos Aires; Mexico City; São Paulo; Bengaluru; Singapore; and Sydney. 

In 2023 Brainlabs secured what it said was a major investment from Charlotte, NC-based private equity firm Falfurrias Capital Partners that it is using to support its global expansion plans across Europe, Asia Pacific and the Americas. That year it also tapped Mediacom veteran Adam Potashnick as CEO, North America. Former Mediacom global CEO Stephen Allen joined the firm as executive chairman in 2021.  

“Exverus has proven that their data-driven approach to cross-channel integration delivers exceptional outcomes for brands,” stated Gilbert. “Combining their full-funnel media capabilities with our digital and AI capabilities is essential to Brainlabs delivering Real Intelligence—the optimal blend of artificial and human intelligence that enables brands to connect directly with consumers."