In a bid to expand its portfolio, A/NZ-based Attivo Group has acquired North American creative agencies Hill Holliday and Deutsch New York (DNY).

The deal, which took effect on 3 January 2024, will see both agencies continue to operate under their current leadership and brands, while maintaining an affiliate relationship with Interpublic Group (IPG) and access to several of the holding group's resources.

Attivo Group, a communications and marketing conglomerate launched in 2020, is led by CEO, Cam Murchison. The company has a track record of successful acquisitions, having recently acquired IPG's 303 MullenLowe and invested in Mediahub Australia in 2021.

"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 US," Murchison said of the acquisition. "The outstanding leaders at both agencies have a strong desire to further grow their businesses and share Attivo's entrepreneurial spirit and challenger mindset."

IPG CEO, Philippe Krakowsky, echoed Murchison's enthusiasm. "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 its ongoing evolution and growth," he said.

Hill Holliday and DNY have a rich history in the creative and advertising industry, and were founded in 1968 and 1969 respectively. DNY's brand partners include high-profile names such as Kenvue's Band-Aid brand, Dr. Praegers, VillageMedical, PNC Bank, AB InBev's Budweiser, Michelob Ultra, Busch, Betway, Simple Mills, and Galderma's global Cetaphil and Differin brands. Hill Holiday has worked for brands including Novartis, BMW Motorrad, Valvoline and Fireball.

Chris Wallrapp, CEO of Hill Holliday, believed the acquisition will provide the agency with unique opportunities for growth and innovation.

"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," he said. "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."

Val DiFebo, CEO of Deutsch New York, also expressed optimism about the future under Attivo's ownership. "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," she claimed. "We are thrilled to be one of the pioneer agencies that will benefit from Attivo's investment in our talent and our future."