Attivo, a global marketing services group, has acquired The Next Practice (TNP), an agency recognized for its AI-led digital marketing strategies. This acquisition marks Attivo's continued expansion in the U.S. market, following its earlier acquisitions. Chris Foster from TNP has been appointed CEO of DNY, while Colin Foster leads TNP. The deal emphasizes Attivo's intent to achieve rapid scale and offerings in consumer and healthcare marketing, showcasing a commitment to innovation and maintaining cultural alignment between the two entities. TNP remains a standalone brand based in New York, with no merger plans for the acquired agencies.
"Cam Murchison, global CEO of Attivo, said conversations with TNP began months ago as Attivo looks to 'achieve rapid scale' in the U.S. by buying agencies and strengthen its global offering."
"Murchison said Attivo was intrigued by TNP's AI and data-driven approach, built off an 'agile, open architecture.'"
"'Like Attivo, TNP is always looking to innovate and create ideas that move people; that connect, inspire, and lead to action,' Murchison said."
"Though Attivo has now acquired three U.S. agencies over the past year and a half, it has 'no plans' to merge them, Murchison said."
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