Global marketing services group Attivo has acquired The Next Practice (TNP), a five-year-old agency based in New York and Austin, Texas, with an AI-led approach to digital marketing.
The deal, effective immediately, is Attivo’s latest U.S. acquisition and expands its presence in the region while enhancing its consumer and healthcare marketing capabilities. The New Zealand-based firm acquired Deutsch New York (now DNY) and Hill Holliday from IPG in January 2024.
As part of the transaction, TNP CEO Chris Foster has been named CEO of DNY and will also serve as chairman of TNP, while agency vet Colin Foster takes over as CEO of TNP. Current DNY CEO Val DiFebo will move into the role of senior strategy advisor at the agency and has been appointed to Attivo’s North American board.
TNP will be based out of DNY’s New York offices, but will continue to operate as a standalone brand. Terms of the deal were not disclosed.
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. Attivo declined to share revenue or headcount figures for TNP.
Murchison said Attivo was intrigued by TNP’s AI and data-driven approach, build off an “agile, open architecture.”
“This is an offer that is of great interest to Attivo as we work to provide a complete solution for clients,” he said.
He added that in addition to being a great business fit, TNP was a great cultural fit for Attivo. “Like Attivo, TNP is always looking to innovate and create ideas that move people; that connect, inspire, and lead to action.”
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.
“We view all three of these agencies holding substantially different positions in the market, and we see this as an opportunity to continue the stories and legacies of all of them, separately,” he said.
