As one of the first digital marketing agencies, Organic today announced its merger with brand experience agency Barefoot, combining capabilities for a bold new full-service offering under Omnicom Precision Marketing Group (OPMG). The newly merged entity will carry the name Organic and will be led by former Barefoot executive Kristen Houston Hitch, who will serve as president.
Organic is celebrating its 30th anniversary and it’s one of the few digital marketing agencies that survived the dot-com glory days. While many of its competitors were dissolved or rolled up into other digital entities, Organic has expanded its geographic footprint and data-driven, technology-driven, consumer-centric solutions. Cincinnati-based Barefoot’s performance marketing expertise and media capability will complement Organic’s digital-first capabilities and creative excellence. Together, they will bring exceptional integrated expertise to their clients.
“With longstanding respect and admiration for one another, we’re thrilled to bring these two organizations together. Our teams are incredibly talented, and our cultural values are aligned,” said Houston Hitch. “We are strengthening our combined offering to clients through enhanced capabilities. By combining creative with strategy, performance content, marketing sciences and media services, we will be the go-to partner for both brand and performance.”
The new agency will be well positioned to meet the needs of modern brands by offering a seamless blend of bold creative excellence and precision marketing solutions. Positioning itself for growth, Organic will continue to focus on lead AOR and long-term digital transformation assignments.
“Organic and Barefoot have always found ways to pair offerings to better serve clients, so their integration feels natural. Both agencies have a deep understanding of the powerful combination of brand appreciation and performance, and we’re delighted to bring these dual forces together in a fresh, compelling way,” said Luke Taylor, CEO, OPMG.
The merger will expand Organic’s US footprint, with offices now located in Cincinnati, New York City and Los Angeles.
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