Mcgarrybowen Acquires San Francisco Digital Agency Swirl

By Erik Oster 

Dentsu Aegis Network’s mcgarrybowen has acquired San Francisco-based digital agency Swirl.

Financial terms of the deal were not disclosed. MediaLink acted as a strategic partner in the acquisition.

Swirl will operate out of its current offices as part of mcgarrybowen, expanding its digital, social media, eCRM and content creation capabilities and taking the name Swirl mcgarrybowen.


“When we engaged in our initial discussions with Swirl, we were attracted to their human-based insights and how they create meaningful interactions with today’s consumers,” mcgarrybowen U.S. CEO Simon Pearce said in a statement. “Swirl’s strong data-driven approach and unique digital execution combined with mcgarrybowen’s Big Organizing Ideas and brand platform thinking take us to new heights. Together we will elevate the way we build brands, and our clients will benefit with a higher return on their marketing investment.”

Swirl was founded in 1997 and has since grown to employ over 175 people. Its client roster includes Microsoft Stores, eBay, CA Technologies, HTC and Juniper Networks.

“We have long admired mcgarrybowen because of their reputation in building creative platforms for some of the world’s most beloved and iconic brands,” Swirl co-CEO John Berg said in a statement. “We are excited about the end-to-end capabilities of our combined agencies.”

Berg will continue to operate as co-CEO and serve as president of Swirl mcgarrybowen, reporting to Pearce. Tom Sebastian will also continue as co-CEO, adding responsibilities as global head of content for mcgarrybowen. Tasha McVeigh will continue to serve as chief culture officer, while Swirl founder Martin Lauber will focus on business development and any strategic integration for his other investments.