Chris Foster.
Global marketing services company Attivo has acquired New York and Austin, Texas-based AI-powered growth agency The Next Practice (TNP).
TNP will work closely with all agencies within the Attivo group across North America, Australia and New Zealand to provide specialist digital and healthcare skills and AI-driven solutions.
“To stay ahead, we’re scaling and evolving our consumer and healthcare capabilities across the U.S through the acquisition of The Next Practice,” Attivo global CEO Cam Murchison said
Established five years ago, TNP combines an ideas-based approach with AI marketing integration, open architecture, data, and execution to build business solutions for clients.
Attivo purchased North American full-service creative agencies Hill Holliday and DNY (formerly Deutsch NY) in 2024.
Attivo has since launched subsidiaries including SociStudio (Social content and data) and Hill Holliday Quest (healthcare) among others.
TNP CEO Chris Foster will become CEO of DNY. Foster has more than 20 years of global experience on establishing future-ready agencies with client centricity at the forefront.
He is a multiple Cannes Lions and Effies Award winner who has held senior leadership roles including, CEO Fallon, Global COO Saatchi & Saatchi, President Global Clients Publicis Group and President of Y&R Asia.
Foster said it’s a great pleasure to take on this exciting opportunity to lead DNY, an agency with a stellar reputation, talented team and industry legacy that I have long admired.
“Together with Attivo we relish the opportunity to bring new thinking and capabilities to the group, to continue to lead our clients to a rapidly changing marketing reality.
“Our core focus will be to drive innovative solutions through the implementation of technology platforms that drive growth for our clients.”
The TNP brand and leadership team will remain post-acquisition with Colin Foster moving into the CEO role of TNP, while Chris Foster will also be Chairman of TNP.
Foster said that this is a meeting of entrepreneurial minds.
“Marketing has never been faster or smarter and this grouping enables complete solutions for clients fast,” Foster said.
Current DNY CEO Val DiFebo has been appointed to the Attivo North American Board and will take on the role of DNY Senior Advisor after transitioning the agency from IPG ownership to Attivo in 2024.
Val DiFebo said that topping off three decades at Deutsch with an opportunity to sit on the Attivo Board and take on the role of Senior Strategic Advisor for DNY and our clients is the ideal model for success.
“I am beyond grateful for the longstanding, trailblazing career I’ve enjoyed at Deutsch/DNY, and I look forward to continuing to work with our amazing team and creating business wins with our client partners,” DiFebo said.
Murchison said that they thank Val for her incredible and continuing contribution to DNY.
“As it moves into a new phase of growth and evolution, we look forward to seeing the result of two powerful leaders joining forces to make it even better,” Murchison said.
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