Acadia acquires Crush to expand retail media capabilities

Independent digital marketing agency Acadia has acquired Amazon-focused ecommerce consultancy Crush, marking its sixth acquisition since its 2021 founding. The deal, estimated in the eight-figure range, positions Acadia as one of the most comprehensive players in the increasingly competitive retail media landscape.

Founded by Jared Belsky, formerly CEO of 360i, and Bizchair.com founder Sean Belnick, Acadia is targeting mid-market brands seeking to grow on retail platforms such as Amazon, Walmart, Target, and Kroger. With Crush now integrated into its operations, Acadia reports that nearly half of its headcount, revenue, and profit are now derived from retail media and marketplace services.

Crush, launched in 2022 by Matthew Rosenfeld, has quickly emerged as a key player in the Amazon acceleration space, working with brands like Malk, True Botanicals, and Black Rifle Coffee. Unlike traditional agency models, Crush earns revenue based on the sales growth it helps generate, aligning its success directly with that of its clients. This performance-based model has attracted ecommerce-native and challenger brands that seek flexible, growth-driven strategies.

While Acadia will continue to operate on a standard fee structure for many clients, Belsky noted plans to incorporate elements of Crush’s model, especially for startup and scale-up brands. The acquisition also enhances Acadia’s service offerings, adding Crush’s specialized Amazon services to its existing capabilities in paid media, SEO, social, CRO, and analytics.

The combined entity now supports clients such as Puma, Gerber Childrenswear, Sunsweet, Takis, and Suja Life. With a team approaching 150 in its Retail Media & Marketplaces division alone, Acadia aims to become a go-to agency for brands navigating the complexities of modern ecommerce.

The acquisition comes as retail media spending is poised to surpass traditional television advertising by 2026. Forrester predicts U.S. retail media ad sales will hit $85 billion, accounting for a fifth of all digital ad spending and growing by 20% annually. This surge has prompted significant consolidation across the industry, with larger holding companies absorbing specialized ecommerce agencies—moves that Acadia claims have often led to cultural mismatches and diluted expertise.

In contrast, Acadia and Crush emphasize agility, direct involvement of their founders, and a challenger mentality—focusing on helping brands refine their strategies rather than simply increasing media spend. This includes advising brands to streamline their product offerings on Amazon or reassess how marketplace algorithms and consumer behavior shape performance outcomes.