In a strategic move aimed at fortifying its performance marketing capabilities, independent agency BarkleyOKRP has announced the acquisition of Adlucent, a prominent player in the performance media and marketing technology space. This acquisition marks the first major deal since the merger of Barkley and OKRP in March, a move that aimed to position the agency as a formidable “big indie” player in the competitive landscape.
Adlucent, known as Google’s largest shopping ads agency in the U.S., brings with it extensive expertise in e-commerce, retail, and lead generation across various channels including search, display, social, and retail media. The acquisition is poised to augment BarkleyOKRP’s capabilities significantly, enhancing its ability to deliver innovative solutions and drive tangible results for clients.
With this acquisition, BarkleyOKRP will see its workforce grow to over 800 employees and expand its presence across key locations including Kansas City, Chicago, Denver, New York City, Pittsburgh, and Austin. Ashwani Dhar, CEO of Adlucent, will assume the role of Chief Performance Officer at BarkleyOKRP, reporting directly to CEO Jeff King.
The move underscores BarkleyOKRP’s strategic vision to bolster its integrated media capabilities, expand its technology offerings, and cultivate a robust team of media and data experts dedicated to driving consumer engagement and ROI. Jeff King emphasized the significance of the acquisition in advancing BarkleyOKRP’s positioning as a leading “big indie” agency capable of delivering comprehensive solutions coupled with innovative strategy and creative excellence.
Adlucent boasts an impressive client roster including prominent brands such as Zappos, The Vitamin Shoppe, 1-800-Contacts, Rawlings, and Global Industrial. As a certified partner of major platforms including Google, Microsoft, and Meta, Adlucent brings a wealth of experience and strategic insights to BarkleyOKRP, further strengthening its competitive edge in the dynamic marketing landscape.
In an era where performance marketing continues to play a pivotal role in driving business outcomes, BarkleyOKRP’s strategic acquisition underscores the agency’s commitment to staying at the forefront of industry trends and delivering value-added solutions to its clients. As the industry evolves, BarkleyOKRP remains dedicated to bridging the gap between traditional holding companies and boutique agencies, offering a unique blend of comprehensive capabilities, strategic acumen, and creative innovation to drive success for brands in today’s dynamic marketplace.