Brainlabs is to acquire Hanapin, following on from an undisclosed cash injection from private equity firm Living Bridge in 2019.
The performance marketing agency plans to "strategically integrate" the Hanapin brand into its own under the leadership of Hanapin president Jeff Allen. However, the US-based digital shop's Hero Conf event and blog PPC Hero will continue to run independently from the agency side of the business.
Terms of the deal were not revealed. However, the move from Brainlabs underscores how new, independent players are now those chasing M&As in a space once dominated by holding groups.
Brainlabs and Hanapin hope to build an offering for clients based on the removal of barriers between departments, teams and clients.
Allen said: “We’re beyond proud of the healthy, thriving company we’ve built over the past 16 years. Today is the start of an even brighter future.
"In Brainlabs we’ve found the perfect complement to our business. Our cultures are perfectly aligned. Our vision is client-centric.
“Merging will provide both companies the opportunity to expand our geography, grow our service lines, and continue to deliver best-in-class services to our clients.”
Hanapin, meanwhile, emerged in 2004 and has grown to employ 70 staff across the US.