Draft:Brainlabs

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Draft:Brainlabs
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Brainlabs is an independent digital media agency founded in 2012 by Daniel Gilbert and headquartered in New York, with additional offices across North America, Europe, Latin America, and Asia-Pacific.

Founding and early history

Gilbert founded Brainlabs in 2012 after leaving a role at Google, where he had observed that many large advertisers held substantial customer data they did not know how to use effectively. He identified a gap between the engineering and marketing functions of most organizations and set out to close it by building an agency staffed primarily by mathematicians, programmers, and data scientists rather than traditional marketers.[1] The company began operations from Gilbert's parents' home in North London before moving into its first formal office space.[2]

The agency initially focused on paid search advertising. An early milestone came in 2014 with the award of the Which? Magazine account, which Gilbert later described as a confidence-building moment given the organization's reputation for rigorous evaluation of suppliers.[3] The company went on to win digital media accounts for clients including Vodafone, Formula One, Domino's, Expedia, and TUI.[4] The Vodafone appointment attracted particular industry attention, as it involved advising a FTSE 100 company on bringing digital media buying in-house, a model that had not been widely adopted by large advertisers at the time.[5]

Brainlabs was ranked first in Deloitte's UK Technology Fast 50, a programme recognizing the fastest-growing technology companies in Britain, and fourth among the fastest-growing companies in Europe in the Financial Times FT 1000 list.[6]

Investment and acquisition strategy

In 2019, Gilbert sold a minority stake in Brainlabs to UK private equity firm Livingbridge. Campaign estimated at the time that the agency could be valued at upwards of £50 million. Gilbert stated his intention to use the investment to fund acquisitions, with a long-term ambition to build what he called the largest advertising agency in the world.[7]

A series of acquisitions followed. In 2020, Brainlabs acquired US-based paid search agency Hanapin Marketing and SEO specialist Distilled, establishing a stronger foothold in the United States.[8] In 2021, it acquired Manchester-based conversion rate optimisation agency User Conversion, whose clients included Boots and BrewDog.[9] In 2022, Brainlabs acquired London-based influencer marketing agency Fanbytes.[10]

Also in 2021, Brainlabs appointed Stephen Allan, former worldwide chairman and chief executive of WPP's MediaCom, as executive chairman. Campaign described the appointment as a signal of the independent agency's ambitions to compete with larger established media groups.[11]

In September 2023, Livingbridge's stake was succeeded by an investment from US private equity firm Falfurrias Capital Partners. Campaign Asia reported that Brainlabs had grown by 800% since the 2019 Livingbridge investment, with staff numbers rising from approximately 250 to 800 during that period.[12]

In 2024, Brainlabs acquired Sparro, described by AdWeek as Australia's largest independent digital media agency, along with its creative subsidiary Jack Nimble.[13] In 2025, it acquired Los Angeles-based Exverus Media, which AdWeek had named its Breakthrough Media Agency of the Year for 2024. Digiday reported the acquisition was intended to strengthen Brainlabs' capabilities across full-funnel media planning.[14]

Also in 2025, Brainlabs was named media agency of record for UNICEF USA following a competitive review that began in mid-2024, taking over from performance agency Delve.[15]

Operations

Brainlabs operates as an independent, management-owned agency. The company's approach to media is rooted in what Gilbert has described as applying the scientific method to marketing — forming hypotheses, running experiments, and scaling only what is statistically proven to work.[16] Gilbert has cited the complexity of modern digital advertising — with what he has described as a trillion possible daily variations in campaign management — as the central reason why data-driven, automated approaches are necessary.[17]


  1. ^ https://www.thedrum.com/opinion/2016/03/10/sums-add-brainlabs-qa-daniel-gilbert
  2. ^ https://www.campaignlive.co.uk/article/brainlabs-founder-triumph-brain-brawn/1498726
  3. ^ https://www.thedrum.com/opinion/2016/03/10/sums-add-brainlabs-qa-daniel-gilbert
  4. ^ https://www.campaignlive.co.uk/article/brainlabs-founder-triumph-brain-brawn/1498726
  5. ^ https://www.campaignlive.co.uk/article/brainlabs-founder-triumph-brain-brawn/1498726
  6. ^ https://www.jegiclarity.com/transactions/brainlabs-has-been-sold-to-livingbridge/
  7. ^ https://www.campaignlive.co.uk/article/brainlabs-sells-minority-stake-private-equity-fuel-m-a-ambitions/1578909
  8. ^ https://www.campaignlive.co.uk/article/brainlabs-enters-manchester-user-conversion-buy/1708362
  9. ^ https://www.campaignlive.co.uk/article/brainlabs-enters-manchester-user-conversion-buy/1708362
  10. ^ https://www.campaignasia.com/article/brainlabs-eyes-global-expansion-with-new-private-equity-investment/491594
  11. ^ https://www.campaignasia.com/article/brainlabs-eyes-global-expansion-with-new-private-equity-investment/491594
  12. ^ https://www.campaignasia.com/article/brainlabs-eyes-global-expansion-with-new-private-equity-investment/491594
  13. ^ https://www.adweek.com/agencyspy/revolving-door-agency-moves-brainlabs-digitas-wpp-more/
  14. ^ https://digiday.com/media-buying/brainlabs-acquires-exverus-media-in-a-bid-to-flesh-out-its-full-funnel-offerings/
  15. ^ https://www.adweek.com/agencies/unicef-usa-picks-brainlabs-as-its-media-agency-of-record/
  16. ^ https://www.thedrum.com/opinion/2016/03/10/sums-add-brainlabs-qa-daniel-gilbert
  17. ^ https://www.thedrum.com/opinion/2016/03/10/sums-add-brainlabs-qa-daniel-gilbert

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