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U.S. presence strengthened as Brainlabs makes the purchase of Exverus Media

Financial technology company Brainlabs strengthens its presence on the West Coast by acquiring Exverus Media, a move aimed at enhancing full-funnel capabilities and increasing U.S. media spend to reach a staggering $1 billion, solidifying Brainlabs' status amongst the leading five independent...

U.S. Expansion of Brainlabs Through Exverus Media Acquisition
U.S. Expansion of Brainlabs Through Exverus Media Acquisition

U.S. presence strengthened as Brainlabs makes the purchase of Exverus Media

**Brainlabs Bolsters Full-Funnel Media Capabilities with Acquisition of Exverus Media**

Brainlabs, a leading independent AI-powered media agency, has announced the acquisition of Exverus Media, a move designed to strengthen its position in the U.S. market and expand its national footprint. This strategic decision will see Brainlabs establish a presence on the West Coast, bolstering its capabilities in brand-building and cross-channel integration.

As a strong player in digital and performance-driven outcomes, Brainlabs will now serve as a single agency of record for clients across all media channels, including traditional, digital, programmatic, retail media, e-commerce, paid search, and paid social. This expansion is a direct response to the evolving client demand for agencies that can manage integrated campaigns spanning every touchpoint, while leveraging both artificial and human intelligence to drive real business outcomes.

The acquisition brings several benefits to Brainlabs. Exverus' data-driven, cross-channel approach complements Brainlabs' digital and AI-driven strengths, enhancing the agency’s ability to deliver cohesive, results-focused campaigns across every medium. Exverus' prowess in brand and awareness campaigns fills a gap in Brainlabs’ previous capabilities, enabling the agency to address the entire buyer’s journey for clients.

The combined entity now manages over $100 million in annual media spend and employs more than 1,000 professionals, offering greater scale and resources for clients. Exverus' track record, including awards from Ad Age and Adweek, Cannes LIONS finalist honors, and a strong client roster, brings additional credibility and industry recognition to the merged agency.

This strategic move positions Brainlabs as a formidable player in the fiercely competitive U.S. market, cementing its national presence and making it an attractive option for mid-market clients seeking an alternative to global holding companies. By offering a comprehensive, integrated media-buying service—from creative strategy to analytics—Brainlabs can now compete for larger and more complex accounts, helping brands navigate an increasingly complex, omnichannel media landscape.

Industry analysts view the acquisition as a "fantastic fit" due to the complementary expertise of the two agencies. The deal underscores a broader trend of consolidation among independent agencies in response to the dominance of holding companies, as well as the growing demand for agencies that can deliver both scale and specialized, data-driven service.

Brainlabs has been backed by private equity firm Falfurrias Capital and has acquired several agencies in the past few years, including Hanapin, Distilled, Nabler, Fanbytes, Sparro, and Jack Nimble. The advertising industry is shifting towards finding new homes in independents, according to Brainlabs' CEO and founder, Daniel Gilbert. He described the Exverus deal as completing the agency’s transformation into a full-service AOR across all media channels.

With the addition of Exverus, Brainlabs' U.S. billings have grown to $1 billion. Despite this growth, no additional North America acquisitions by Brainlabs are planned in the near term. Exverus' co-founders—Bill Durrant, Talia Arnold, and Jack Win—will remain in their current roles, continuing to lead the team from Los Angeles.

UNICEF USA has picked Brainlabs as its Media Agency of Record, further solidifying the agency's position in the U.S. market. Gilbert contrasted the deal with cost-cutting motives reshaping large agencies, stating that Brainlabs has "mechanics in place" to keep staff on board. For the next year, Exverus will operate as a "relatively independent" unit, with opportunities to take shared briefs.

In summary, Brainlabs’ acquisition of Exverus Media is a calculated expansion into full-funnel media services and the lucrative West Coast market, combining advanced AI-driven performance marketing with award-winning brand strategy to position the agency as a next-generation, independent leader in the U.S. media landscape.

  1. The acquisition of Exverus Media by Brainlabs will enhance their ability to deliver growth for clients by combining data-driven, cross-channel approaches with digital and AI-driven strengths, addressing the entire buyer’s journey for clients.
  2. With the addition of Exverus, Brainlabs has grown its U.S. billings to $1 billion and now serves as a single agency of record for clients across all media channels, providing a comprehensive, integrated media-buying service with the latest technology for brand navigation in an increasingly complex, omnichannel media landscape.

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