Independent marketing agency Wpromote has acquired creative media and experiential agency Giant Spoon for an undisclosed amount.  

The combined entity will be known as Wpromote X Giant Spoon and will be led by CEO Andrea Bendzick. Giant Spoon’s co-founders Jonathan Haber, Marc Simons and Trevor Guthrie are joining the executive team.  

Wpromote was founded by Michael Mothner in 2001 while he was a student at Dartmouth. He relinquished the CEO role to Bendzick in November of last year but remains on the company’s board.  

Wpromte was acquired by private equity firm ZMC (Zelnick Media Capital) in 2022. ZMC also owns consumer data analytics company Resonate, creator company Raptive, marketing firm Alloy Inc., The Second City entertainment company and other media, marketing and entertainment firms.   

Giant Spoon was founded in 2013 by the aforementioned founders as well as network TV and media agency veteran Alan Cohen, who died earlier this month at 69.  

"The best brands in the world understand that both brand and performance are essential to success,” stated Bendzick. “Where we’re changing the game is by providing a truly seamless approach, where media, creative, data, and full-funnel strategy are deeply integrated, not just co-existing.”   

Wpromote says it manages more than $3 billion in media spend for clients, including Peacock, Vuori, and TransUnion.  

Giant Spoon, a multiple MediaPost Agency Of The Year recipient, has worked with clients like Autodesk, HBO and Lucid Motors. The agency has said that it has planned and purchased over $1 billion in media for clients.