Mod Op, an independent digital agency, recently made its largest acquisition by merging with Canadian creative digital agency Evans Hunt. This move aims to expand Mod Op’s artificial intelligence and creative capabilities. With the addition of over 100 employees from Evans Hunt, Mod Op’s total global headcount has reached 425.
Evans Hunt, founded in 2008, specializes in web development, user interface, and design, particularly in the travel, energy, and telecom sectors. This acquisition follows Mod Op’s previous acquisition of Toronto-based Context Creative two years ago, as part of its strategy to expand its presence in North America.
Mod Op’s acquisition strategy is to enhance its creative digital experience and regional reach. The company plans to acquire around one company per quarter, with the most recent being New York-based LAM Design in May. Mod Op’s CEO, Eric J. Bertrand, emphasized that the company is not aiming to become a holding company but is focused on building an integrated agency model in the mid-market space.
This expansion plan is supported by investments from South Florida private equity firm Alterna Equity Partners, which helped Mod Op complete five acquisitions in the past year.
The acquired companies, including Evans Hunt, will retain their names and join Mod Op’s global agency network. These acquisitions are intended to add expertise in specific verticals and service offerings, thereby deepening Mod Op’s knowledge and capabilities.
Mod Op Expands AI and Creative Capabilities with Acquisition of Evans Hunt
One significant development is the application of AI in creative and data expertise. Mod Op established the AI Council, an internal group focused on developing AI and machine learning across its business units. The agency is currently testing various AI projects for both internal and client-facing applications, serving major clients like Nike, Paramount, and Nvidia.
Evans Hunt’s strengths in digital strategy, user research, and campaigns make it a strategic fit for Mod Op. The integration provides Mod Op with an in-house research team and leverages existing clients like Glassdoor and Travel Alberta.
Dan Evans, managing partner at Evans Hunt, highlighted the combination of creativity and technology as a unique offering for their clients. This aligns with Mod Op’s goal to become more full-service oriented, providing comprehensive solutions that blend creative and technological expertise.
Mod Op’s acquisition strategy is driven by the need to develop tech expertise and consolidate agency and client relationships. Smaller agencies often lack the resources to invest in technology and must partner with larger firms to remain competitive. Additionally, clients are seeking to simplify their agency partnerships, preferring full-service shops that offer integrated media and creative solutions.
Parks Blackwell from PMG noted that clients are increasingly looking for partners that can provide flexibility and simplify their operations, highlighting the growing complexity of managing media and audience engagement. This trend underscores the value of Mod Op’s approach in offering integrated, full-service solutions to meet the evolving needs of their clients.
