Attivo Acquires Hill Holliday & Deutsch New York

Attivo Acquires Hill Holliday & Deutsch New York
B&T Magazine
Edited by B&T Magazine



New Zealand-based Attivo Group has announced that it has acquired North American full-service creative agencies Hill Holliday and Deutsch New York (DNY).

Both agencies will continue to operate with their current leadership, under their own brands, and each agency will maintain an affiliate relationship with Interpublic Group (IPG), with ongoing access to many of the holding company’s resources.

Going forward, the agencies will draw on the leadership, expanded resources and capabilities of Attivo. Launched in 2020, Attivo is headed by Cam Murchison and owns a number of communications and marketing agencies. With a longstanding relationship with IPG, Attivo most recently acquired IPG’s Australia’s 303 MullenLowe and invested in Mediahub Australia in 2021. Attivo also owns Harvey Cameron, Farrimond, Gorilla Studios, Rhubarb Lane and Rainmakers.

“We’re incredibly excited to have Hill Holliday and DNY join the Attivo family. Both are world-class agencies with amazing pedigrees that have made a tremendously positive impact on the communications landscape in the U.S.,” said Attivo Group CEO Cam Murchison. “Both agencies have many iconic brands with decades-long relationships as 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.”

“We’re excited for Cam and his team at Attivo to move Hill Holliday and DNY forward with affiliate relationships to IPG. 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,” said Philippe Krakowsky, CEO of IPG.

“Hill Holliday was founded by four bold-thinking, ground breaking entrepreneurs. Today, we embody their spirit and mindset as the agency embarks on a new chapter in our 55-year legacy of building iconic brands,” said Hill Holliday CEO Chris Wallrapp. “Attivo’s investment in Hill Holliday’s future gives our agency and employees tools to innovate, unique flexibility in how we grow our business and strategic advantages for our clients. At a time of uncertainty for many well-known agency brands, this move is also a strong vote of confidence in the power and endurance of the Hill Holliday name. We couldn’t be more excited to be part of the Attivo family”.

“Deutsch New York has always been an agency that zigs when others zag. The pendulum is starting to swing, where more nimble, entrepreneurial, scrappy agencies are highly attractive and productive for both the fast pace of commerce, and brands’ needs today,” said Deutsch New York CEO Val DiFebo. “We are thrilled to be one of the pioneer agencies that will benefit from Attivo’s investment in our talent and our future. We are so excited that our ‘hands on hustle’ mantra is compatible with Cam’s leadership approach and his refreshing business philosophy. We see this as the best of both worlds as we become part of a new start-up, and still maintain our association with IPG, now as an affiliate”.




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