Wpromote acquires Giant Spoon, forming new integrated agency amid industry consolidation

Wpromote has purchased full-service creative agency Giant Spoon, creating a combined entity—Wpromote x Giant Spoon—that brings together performance marketing, brand strategy, creative production, and data-driven media under one structure. Financial terms of the acquisition were not disclosed.

The merged agency will be led by Wpromote CEO Andrea Bendzick, with Giant Spoon co-founders Jonathan Haber, Marc Simons, and Trevor Guthrie joining the executive team. The companies said the integration aims to streamline services for brands seeking both creative work and measurable business results as consolidation accelerates across the marketing industry.

Giant Spoon, known for high-profile stunts such as wrapping a dragon around the Empire State Building for HBO’s House of the Dragon, adds a creative portfolio to Wpromote’s performance and full-funnel media capabilities. Wpromote manages more than $3 billion in annual media spend and operates Polaris IQ, its proprietary forecasting and intelligence platform.

The move arrives as the advertising sector continues to recalibrate following Omnicom Group’s $13 billion acquisition of Interpublic Group earlier this year. Independent agencies have also been merging—Barkley with OKRP and Empower with MediaOcean—while holding companies like Havas and Dentsu explore strategic restructuring.

Wpromote x Giant Spoon positions itself as a single-source partner for marketers seeking tighter alignment between brand-building and financial performance. The agency says its offering will integrate creative, media, data, and full-funnel planning rather than managing them across separate vendors.

Haber, who led creative and strategy at Giant Spoon, said the merger allows the agency to link large-scale ideas more directly to clients’ bottom lines. Simons and Guthrie will continue overseeing experiential and media, respectively, within the combined structure.

The expanded model targets both CMOs and CFOs—reflecting an industry shift in which marketing decisions are increasingly evaluated through a financial lens. Wpromote stated that blending creative development with its analytics and media planning tools is intended to demonstrate clearer value at a time when many brands are reevaluating agency partnerships.

Legal counsel for the transaction included Sidley Austin LLP and Croke Fairchild Duarte & Beres LLC, with additional support from private equity firm ZMC, Wpromote’s investment partner.