Dentsu Aegis, Mitchell parent company, boosts multicultural marketing with purchase of Gravity Media

Japanese company Dentsu Aegis Network (DAN), parent company of Fayetteville-based public relations agency Mitchell, has purchased Gravity Media, a full-service multicultural marketing agency headquartered in New York City.

The purchase of Gravity parent company Findr Group “will form the backbone of the group’s specialized and dedicated multicultural marketing offering in the U.S.” according to a Dentsu news release, helping to strengthen the firm’s capabilities in multicultural strategy, creative, social and digital media.

Financial terms were not disclosed.

“To be competitive in the U.S. market, it’s critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing U.S. demographics and consumer habits led by digital, and we are committed to helping our clients communicate effectively with diverse audiences,” Rob Horler, CEO of Dentsu Aegis Network U.S., said in a statement. “As part of Dentsu Aegis, Gravity’s award-winning multicultural capabilities will augment our service offering for clients and better position the group in this growing market,” he added.

DAN has more than 300 offices in 145 countries. Mitchell, which rebranded last year from Mitchell Communications, has additional offices in Chicago and New York, and approximately 80 employees.