BarkleyOKRP acquires digital performance marketing company Adlucent

Full-service independent marketing company BarkleyOKRP has recently announced its acquisition of Adlucent from Advantage Solutions. The acquisition marks a significant step for BarkleyOKRP, following the merger of Barkley and OKRP in March, solidifying its position as a leader in the industry.

Financial terms of the deal were not disclosed. 

Based in Austin, Texas, Adlucent is renowned for its expertise in ecommerce, retail, and lead generation. Working with prominent brands such as Zappos, The Vitamin Shoppe, and Global Industrial, among others, Adlucent specializes in creating custom paid media strategies tailored to retail and service companies. As Google’s largest shopping ads agency in the U.S., Adlucent brings a wealth of experience and technology to BarkleyOKRP’s portfolio.

“This acquisition of Adlucent supports our strategic vision to scale integrated media capabilities, expand our technology offering, and grow our media and data team,” said Jeff King, CEO of BarkleyOKRP. “With more than 250 experts driving consumer engagement and ROI for our clients, this acquisition will further strengthen our position in the market.”

With the addition of Adlucent, BarkleyOKRP now boasts offices in major cities including Kansas City, Chicago, Denver, New York, Pittsburgh, and Austin, with a combined workforce of over 800 employees. The agency’s impressive client roster includes well-known brands such as Burger King, Metro by T-Mobile, and Planet Fitness, among others.

Ashwani Dhar, CEO of Adlucent, expressed his excitement about the partnership, stating, “Joining forces with BarkleyOKRP feels like the perfect fit for Adlucent—where our innovative thinkers and the power of technology combine with their creatively brilliant people to solve business problems.”

Dhar, who now assumes the role of Chief Performance Officer at BarkleyOKRP, will join the executive team and play a crucial role in integrating Adlucent’s expertise with BarkleyOKRP’s media practice, led by Chief Media Officer Reshma Karnik. He will focus on driving client success, talent development, and technological innovation, aligning closely with BarkleyOKRP’s values and initiatives.

Under Dhar’s leadership, BarkleyOKRP aims to leverage Adlucent’s unique performance media and technology capabilities to help clients connect with modern consumers effectively. This integration represents a significant opportunity for both companies to drive innovation and deliver outstanding results in an ever-evolving marketing landscape.