Big Fuel Grabs Talent With Apex Buy

Brooklyn-based digital marketing firm has been snapped up by Manhattan agency

Apex Exposure, a Brooklyn-based digital marketing firm profiled in Adweek’s "Talent Takes the F Train" cover story from our April 18 relaunch issue, has been snapped up by Big Fuel, a New York agency on a hiring spree.

Big Fuel, which, led by CEO Jon Bond, handles social media work for clients like General Motors and Colgate-Palmolive, has already moved all six of Apex’s full-time employees to its Flatiron offices in Manhattan. (Four part-time staffers were let go.)

Early last year, two other companies had tried to acquire Apex, but at the time co-founders Ben Luntz and Josh Scheiner weren’t looking to sell. But after a year, they reconsidered and went to Big Fuel to offer up themselves and their company. They’ll bring along some of their clients, including LeBron James’ Purebrands. But Big Fuel wanted Apex’s talent and their contacts more than its existing business.

At Big Fuel, Luntz and Scheiner will lead a 20-person team focused on making branded content and getting online publishers to co-produce or promote that content in exchange for exclusives, and sometimes cash.