Attivo Group, the New Zealand-based marketing services company, has continued its international expansion plans acquiring US advertising agencies Deutsch New York and Hill Holliday. 

Attivo already owns 303 MullenLowe in Australia and shares ownership of Mediahub Australia with Interpublic Group’s (IPG) Mediabrands Australia. Attivo owns Perth-based Rhubarb Lane as well as Harvey Cameron, Farrimond, Gorilla Studios and Rainmakers in New Zealand. 

The latest deal will see the two US agencies continue to operate under the existing brands with their current leadership; however, they will share resources and capabilities across the Attivo Group in the future. 

Deutsch New York and Hill Holliday will also maintain an affiliate relationship with IPG, which includes “ongoing access” to IPG resources.

Cam Murchison, chief executive of Attivo Group, said: “Both agencies have many iconic brands with decades-long relationships as a testament to their singular focus on client success. The outstanding leaders at both agencies have a strong desire to further grow their businesses and share Attivo’s entrepreneurial spirit and challenger mindset. 

“As we plan for the future, the dynamic business landscape our clients are competing in gives us a unique opportunity to think differently, to expand the breadth and depth of our capabilities, continuing to help our clients succeed in more ways, and continuing the legacy of these businesses,” said Murchison. 

The deal marks the latest agency sell-off by IPG and further cements the connection between Attivo and IPG. 

A statement from the holding company said, “IPG regularly reviews its portfolio to look for opportunities to simplify its structure and better orient the company to areas of growth. While DNY and Hill Holliday continue to deliver value and creativity for brands, their areas of expertise duplicated existing assets within the holding company.”

IPG chief executive Philippe Krakowsky said, “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.” 

This article first appeared on Mediaweek on the 8th of January 2024.


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