Global marketing services company Attivo Group has acquired North American full-service agencies Hill Holliday and Deutsch New York, the latest in a growth trend for the New Zealand-based company and its first shops in the U.S.
Both agencies will continue to operate with their current leadership, under their own brands, and each agency will maintain an affiliate relationship with Interpublic Group (IPG), with ongoing access to many of the holding company’s resources.
Moving forward, both agencies will draw on the leadership, expanded resources and capabilities of Attivo, which launched in 2020 and is led by CEO Cam Murchison. Attivo has a relationship with IPG and owns communications and marketing agencies in New Zealand and Australia. Attivo most recently acquired IPG’s Australia’s 303 MullenLowe, and invested in Mediahub Australia in 2021. Attivo also owns Harvey Cameron, Farrimond, Gorilla Studios, Rhubarb Lane and Rainmakers.
“We’re incredibly excited to have Hill Holliday and DNY join the Attivo family. Both are world-class agencies with amazing pedigrees that have made a tremendously positive impact on the communications landscape in the U.S.,” said Murchison in a statement. “The outstanding leaders at both agencies have a strong desire to further grow their businesses and share Attivo’s entrepreneurial spirit and challenger mindset.”
Philippe Krakowsky, CEO of IPG, added that he looks forward to Attivo’s help in moving Hill Holliday and Deutsch NY forward.
“Attivo is a trusted partner with whom we have successfully managed affiliate relationships over the years in other world regions. Since 2020, Deutsch LA and DNY have been operating as separate brands and businesses, so this particular move as relates to DNY is a natural progression in that process, as Deutsch LA continues to be one of IPG’s wholly-owned creative agencies, and we’ll support their ongoing evolution and growth,” said Krakowsky in a statement.
Attivo CEO Cam Murchison with Hill Holliday CEO Chris Wallrapp.
Hill Holliday CEO Chris Wallrapp noted Attivo’s investment in Hill Holliday’s future gives the agency and its employees tools to innovate, along with unique flexibility in how the agency grows its business and strategic advantages for clients.
“At a time of uncertainty for many well-known agency brands, this move is also a strong vote of confidence in the power and endurance of the Hill Holliday name. We couldn’t be more excited to be part of the Attivo family,” said Wallrapp in a statement.
Deutsch NY CEO Val DiFebo with Attivo CEO Cam Murchison.
Deutsch New York CEO Val DiFebo added that DNY is thrilled to be one of the pioneer agencies that will benefit from Attivo’s investment in its talent and future.
“We are so excited that our ‘hands on hustle’ mantra is compatible with Cam’s leadership approach and his refreshing business philosophy. We see this as the best of both worlds as we become part of a new start-up, and still maintain our association with IPG, now as an affiliate,” said DiFebo in a statement.