Global performance media agency Brainlabs has announced the acquisition of Los Angeles-based Exverus Media, marking a strategic step in expanding its full-funnel media service offerings. The move highlights the growing consolidation trend among independent media agencies as they position themselves to win mid-market clients amidst an evolving competitive landscape dominated by large holding companies.
The acquisition brings Brainlabs’ total headcount to 1,060 employees, reinforcing its commitment to delivering end-to-end media solutions. Exverus Media, known for its brand-focused, upper-funnel media strategies, adds a vital layer of expertise to Brainlabs’ traditionally performance-led approach.
“There was an increasing demand from clients to have a full-funnel approach,” said Gilbert. “So we started looking around at the various agencies in the market, and when we came across Exverus, it was like a light went [on].”
“I think it’s a fantastic acquisition for both of them, because I think that there’s related, but very complementary skills,” said Steve Boehler, who runs consultancy Mercer Island Group. “But most importantly, the Exverus acquisition brings some really important top of the funnel thinking and capabilities to Brainlabs.”
Despite being a team of just 50, Exverus Media has consistently punched above its weight, evolving its offerings to include programmatic advertising and agile strategies typically associated with larger holding companies. Its client roster includes Premier Protein, Dymatize, and New Belgium and Bell’s Brewing.
“I can’t tell you the number of conversations that I’ve had with clients that are saying, ‘You know, I just want someone that’s able to look at everything’,” said Arnold, whose clients include Premier Protein, Dymatize, and New Belgium and Bell’s Brewing. “They want national brand building equity media, but also want to know how that fits in with increased investments in retail media and programmatic.”
“For Brainlabs, there aren’t very many acquisition targets that are as smart and with as good a track record [as Exverus] and yet would be as affordable,” said Boehler. ”For their brains and their reputation, [Durrant and Arnold] punch above their weight already.”
But Arnold and Durrant were also quick to point out what they gain from being bought by Brainlabs — the expertise goes both ways. “Things like SEO and organic content and creative and their bigger tech stack, and their planning software and data software,” said Arnold. “A lot of the resources that we’ve been hungry for for a long time now we’re going to be able to offer.”
The acquisition also allows Exverus to leverage Brainlabs’ robust tech infrastructure, including advanced SEO, creative services, data-driven planning software, and proprietary tools, offering clients even more integrated solutions.
The combined force of Brainlabs and Exverus is now poised to compete with larger independent agencies like PMG and Tinuiti, both of which have also expanded via acquisitions in recent years to support full-funnel media execution.
For Brainlabs, this marks another milestone in its continued growth journey — building a unified media powerhouse with brand and performance capabilities that deliver measurable, full-funnel impact.
