BarkleyOKRP, a leading independent marketing firm in the U.S., has announced the acquisition of Adlucent from Advantage Solutions.

Adlucent, a performance media and marketing technology company based in Austin, Texas, is known for its work with notable brands such as Zappos and The Vitamin Shoppe.

This marks BarkleyOKRP’s first acquisition since the merger of Barkley and OKRP earlier this year, positioning the company as a ‘big indie’—a firm that combines the extensive capabilities of larger companies with the agility and creativity of smaller shops.

Adlucent brings to the table its expertise in e-commerce, retail, and lead generation, along with a suite of full-funnel media services powered by proprietary technology. The company’s status as a certified partner with Google, Microsoft, and Meta underscores its influence and success in the digital marketing arena.

Jeff King, CEO of BarkleyOKRP, expressed that the acquisition aligns with the firm’s vision to scale its media and data team, which now exceeds 250 experts, and to drive consumer engagement and ROI for clients. Ashwani Dhar, the CEO of Adlucent, who will take on the role of Chief Performance Officer at BarkleyOKRP, echoed the sentiment, highlighting the synergy between the two companies’ values and commitment to delivering innovative solutions.

With the addition of Adlucent’s 180 employees, BarkleyOKRP expands its footprint with offices across major U.S. cities and a workforce of over 800, serving a diverse portfolio of clients including Burger King and AMC Theatres. The integration of Adlucent’s performance media and technology expertise is set to bolster BarkleyOKRP’s ability to connect with the modern consumer.