Gradient Experiential, the fast-growing experiential agency, and Little Arrows, the Los Angeles based social and digital agency, are excited to announce their coming merger. Little Arrows will become Gradient Digital, augmenting Gradient Experiential’s expertise and jointly becoming Gradient Group.
Pauline Oudin, Managing Partner of Gradient Experiential, explains the strategic benefit of the merger: “Experiential Marketing is gaining traction as a key marketing strategy. This creative approach becomes a mass communication strategy with quantifiable metrics when coupled with social amplification. That’s why our merger is such a perfect fit.”
Marci Ikeler, CEO of Little Arrows, echos Oudin’s sentiments. “Our expertise in social media, digital strategy, aspirational content, and paid media complement Gradient’s strategic marketing experiences. Working together will provide us with the resources to better service our existing clients as well as create space for new tactics and exciting future opportunities.”
The merger is set for the end of 2018, creating a joint team of over 50 employees who will continue to work from Gradient Experiential’s New York and Los Angeles Offices. Marci Ikeler will take on the role of Partner and Director of Gradient Digital.
Together, Gradient Group will continue to service joint clients such as Lincoln, Estée Lauder and Paramount. Each department will continue to support their individual clients, such as L’Oreal and Beam Suntory for Gradient Experiential and Piper-Heidsieck, Terlato Vineyards, and other wine and beauty clients for Gradient Digital.