Private Equity Firm AEA Investors Acquires IPG in Major Deal
Say Goodbye to IPG, Hello to AEA Investors for Huge 👋
The design, tech, and marketing agency Huge just got a new parent company! Private equity firm AEA Investors swooped in to snatch 'em up, marking the end of an era with former owner Interpublic Group (IPG) 💔. The specifics of the deal have been kept under wraps.
But worry not, Huge's new relationship with AEA Investors comes with some exciting changes! AEA Investors will be merging Huge with their existing customer experience powerhouse, Hero Digital. This newly formed partnership aims to create one of the largest independent experience transformation businesses on the planet 🌐.
By joining forces, clients will soon enjoy the combined benefits of Huge and Hero Digital's complementary skills and unique service offerings. With nearly two decades of experience under its belt, you might be wondering what sets Huge apart. Among its notable clientele are giants like ExxonMobil, Google, McDonald's, NBCUniversal, and Nike 🏆. IPG acquired a stake in Huge back in 2008.
So, what can we expect from the merged Huge and Hero Digital? Well, the combined agency will take its AI skills to the next level 🚀. In fact, 62% of Huge's clients are already incorporating AI/GenAI into their projects, a number that's been steadily climbing since June 2024. This shift towards AI will enable the agency to deliver personalized, contextual digital experiences like never before 💡.
Additionally, the partnership will enhance Huge's ability to provide comprehensive end-to-end solutions by combining Hero Digital's creative and technology teams. This overlap in expertise includes a focus on redefining customer experience and marketing technology, ensuring that brands have a unified digital presence 🤗.
Under the new structure, Hero Digital's creative and technology teams will fall under Huge's global leadership, strengthening both creative and technological capabilities across the board 🌟. The merger also allows for the integration of Salesforce's C360 Sales, Service, and Experience Cloud Apps with Marketing Cloud and Data Cloud, providing clients with seamless, unified platforms 🌐.
Hero Digital's expertise in person-centric identity resolution, using Adobe Experience Platform (AEP) and FullContact, will also play a significant role in the merged agency's service offerings 🧩. Moreover, in 2023, Huge transitioned from a project-focused model to a solutions model, offering more consistent, integrated services. This change aligns perfectly with the goals of the post-merger agency, ensuring clients receive a cohesive digital strategy 🎯.
In summary, the merged Huge and Hero Digital is set to become a powerhouse in the world of design, technology, and marketing, offering enhanced AI-driven solutions, broader technology capabilities, and a more comprehensive approach to digital transformation 🚀. Keep your eyes peeled for the unveiling of exciting new projects and partnerships from this dynamic duo! 🎉
- AEA Investors, the new parent company of Huge, aims to merge Huge with Hero Digital, their existing customer experience powerhouse, to form one of the largest independent experience transformation businesses in the world.
- With a significant portion of their clients already incorporating AI/GenAI into their projects, the merged Huge and Hero Digital will further boost their AI skills to deliver personalized, contextual digital experiences.
- The partnership between Huge and Hero Digital will also strengthen both creative and technological capabilities, allowing for the integration of Salesforce's C360 Sales, Service, and Experience Cloud Apps, thereby providing clients with seamless, unified platforms.
