W2O Acquires Healthcare Advertising Boutique 21Grams

| January 13, 2020

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W2O Group is adding an advertising agency to its portfolio with its acquisition of 21Grams a New York-based agency focused on healthcare. The deal is W2O’s fourth acquisition in the past six months and its first pure-play advertising and creative buy. 21Grams is a 150-person shop with more than $50million in revenue. The agency was founded in 2016 and has seen double-digit growth every year since then, according to its founder/CEO Bob Blink. Blink attributes 21Grams' rapid growth to eschewing traditional advertising tactics, like banner advertising, in favor of creating high-quality content for its advertising, medical education, and patient ambassador programs. 21Grams will operate as part of W2O’s single P&L and its leadership team which includes Blink, Wendy Levine, Jayson Dupre and Frank Mazzola will remain. The financial terms of the acquisition was not disclosed.

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