Empower Media Acquires Ocean Media, Creating $1.5 Billion Independent Agency

What's Happening?

Empower Media has acquired Ocean Media, forming a new entity called Empower Ocean Media Group. This merger positions the group as the second-largest independent media agency in North America, managing approximately $1.5 billion in U.S. billings. Ocean Media, founded in Huntington Beach, California, will continue under CEO Jay Langan, while Empower, based in Cincinnati, will be led by CEO Ashlee Clarke. The agencies will operate as 'sister shops,' maintaining separate client rosters and distinct cultures, but sharing a technology backbone. No layoffs are planned, and Empower has recently hired 21 people, with ongoing recruitment efforts. Clarke aims to double the business within 12 to 18 months, leveraging Ocean Media's performance-driven results and proprietary data platform.

Why It's Important?

The acquisition signifies a strategic move in the media industry, enhancing Empower's bargaining power with media owners and vendors. By combining Empower's storytelling approach with Ocean Media's analytical precision, the merger challenges traditional holding company structures. This development is crucial as it reflects a shift towards more agile and tech-advanced agency models, potentially influencing industry standards. The merger also highlights the importance of human-centric approaches in media, emphasizing the value of talented individuals in driving client success. As the media landscape evolves, this acquisition could set a precedent for other agencies seeking growth through strategic partnerships.

What's Next?

Empower Ocean Media Group plans to focus on growth and expansion, with Clarke hinting at another deal by early 2026. The group aims to become the largest independent media agency in North America, prioritizing client-centric strategies and innovative media solutions. As the agency continues to recruit and expand its workforce, it will likely explore new markets and opportunities to enhance its competitive edge. The merger's success could inspire similar consolidations in the industry, prompting other agencies to reevaluate their strategies and partnerships.