Dentsu Aegis Buys Multicultural Agency

Dentsu Aegis Network has acquired Findr Group, the owner of full-service multicultural agency Gravity Media, which offers media services, production capabilities, consumer insights and brand strategies, as well as PR, public affairs and government relations.

New York and London-based Findr Group also owns full-service digital agency Findr Interactive and PR agency Triomphant Communications, and together with Gravity, the companies provide a wide range of solutions. Dentsu Aegis says that it has made the acquisition in response to the changing structure of the US population and the growing needs of clients to better understand multicultural consumers; specifically the Hispanic, African American and Asian segments.

As part of the deal, financial terms of which have not been disclosed, Dentsu Group companies will work in collaboration with Gravity and the other Findr Group companies to build on Dentsu's growth strategy in the US. To this end, Gravity will form the 'backbone' of the group's specialised and dedicated multicultural marketing offering in the US, complementing and strengthening existing capabilities across multicultural strategy, creative, social and digital media.

Gravity will continue to be led by CEO and co-founder Yuriy Boykiv, who will report into CEO of Dentsu Aegis Network US Rob Horler, who comments: 'To be competitive in the US market, it's critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing US demographics and consumer habits led by digital. As part of Dentsu Aegis, Gravity's award-winning multicultural capabilities will augment our service offering for clients and better position the group in this growing market'.

Web sites: www.dentsu.com , www.findrgroup.com and www.mediagravity.com .