Expansive Strengthening of Hero Digital, Amplifying AI and Performance Marketing Capabilities
In a groundbreaking move, Huge, the Brooklyn-based digital design powerhouse, has officially merged forces with Chicago's Hero Digital, a power player in performance marketing and commerce. Post this union, Hero Digital will continue its journey under the Huge flag, having been acquired by AEA (Alternative Equity Associates) back in 2022.
The grand plan for this consolidation was announced back in December 2024 when AEA took over Huge from Interpublic Group (IPG). With the ink now dry on the deal, Huge has spilled the beans on the shape the integration is taking - from the leadership structure to AI-infused initiatives.
Chidi Achara, Huge's global chief product officer, shared some exciting details with ADWEEK, describing the integration as a unique blend of a merger, acquisition, and integration.
In terms of leadership, Lisa De Bonis continues her tenure as CEO, with Jim Coleman, a former AEA operating partner, now serving as the executive chair. Meanwhile, Jay Dettling steps down as CEO of Hero Digital, making way for global leaders to step forward, such as Ez Blaine, the Global Chief Creative Officer, who will be spearheading the integration of Hero Digital's creative team. Marc Maleh, the Global Chief Technology Officer, will do the same for the technology team.
The merger has significantly boosted Huge's creative and technology capabilities, providing a stronger foundation for delivering innovative marketing solutions. As part of its strategy shift, Huge has been working towards a solutions-based model, moving away from project-focused services, aiming for more long-lasting and creative relationships with clients.
The merger has also resulted in increased client engagement and growth, particularly in AI-driven projects. In recent months, the number of clients utilizing AI and GenAI-driven projects has seen a whopping increase from 25% back in June 2024 to an impressive 62%.
This integration is also a testament to Huge's commitment to adopting and integrating AI capabilities into its service offerings, empowering businesses to stay ahead in the digital race.
- Following the merger of Huge and Hero Digital, the integration of AI-infused initiatives is a priority, as described by Chidi Achara, Huge's global chief product officer, during an interview with ADWEEK.
- The merger between Huge and Hero Digital has significantly expanded Huge's creative and technology capabilities, providing a stronger foundation for delivering innovative marketing solutions and aiming for more long-lasting, creative relationships with clients.
- Under the Huge flag, Hero Digital's vernacular has shifted, with the organization now focusing on a solutions-based model, moving away from project-focused services to foster growth in AI-driven projects.
- The leadership structure after the merger includes Lisa De Bonis as CEO, Jim Coleman as executive chair (former AEA operating partner), Jay Dettling's vacancy as CEO of Hero Digital, Ez Blaine as Global Chief Creative Officer, and Marc Maleh as Global Chief Technology Officer, leading the integration of Hero Digital's creative and technology teams, respectively.
