Wpromote has acquired Cannes Lions–winning creative agency Giant Spoon to launch a combined entity, Wpromote x Giant Spoon. The deal merges one of the industry’s leading performance marketing organizations with a renowned creative shop celebrated for big-impact cultural work, forming a full-funnel agency built to help brands achieve both growth and cultural relevance without compromise.
Wpromote CEO Andrea Bendzick will lead the newly formed agency. Giant Spoon co-founders Jonathan Haber, Marc Simons, and Trevor Guthrie will join Wpromote’s executive leadership team. Together, the two companies intend to deliver an integrated model that unifies media, creative, data, and strategy within a single operational system designed to meet the priorities of both CMOs and CFOs. The combined group will draw on the strengths of an independent, challenger-oriented culture and an expanded breadth of capabilities across brand-building, performance, analytics, and experiential campaigns.
Wpromote has continued to expand its full-funnel approach through its Challenger Framework and its Polaris IQ intelligence platform, which integrates predictive forecasting and advanced insights. By embedding Giant Spoon’s brand and creative strategy directly into this structure, Wpromote expects to accelerate its growth trajectory and unlock new avenues for brand differentiation. Meanwhile, Giant Spoon clients will gain access to enhanced data, analytics, and performance tools that support a more quantifiable and scalable path to brand impact.
Wpromote currently manages more than $3 billion in media spend for brands including Peacock, Vuori, and TransUnion, reporting an average 30 percent revenue lift for its clients. Giant Spoon brings a history of award-winning creative and experiential work, including the HBO House of the Dragon campaign featuring a life-size dragon wrapped around the Empire State Building, as well as its multi-year creative partnership between Lucid Motors and Timothée Chalamet. Additional clients include Google, Walmart, and Autodesk.
Giant Spoon’s founders built their agency with the intent to push beyond the legacy limitations they experienced inside large holding companies. Their partnership with Wpromote aims to connect expansive creative thinking with measurable business results.
Support: Legal support for the acquisition was provided by Sidley Austin LLP and Croke Fairchild Duarte & Beres, with additional backing from Wpromote’s private equity partner ZMC.
KEY QUOTES:
“The best brands in the world understand that both brand and performance are essential to success. Where we’re changing the game is by providing a truly seamless approach, where media, creative, data, and full-funnel strategy are deeply integrated, not just co-existing. Every moment spent managing separate partners is time and opportunity lost. We’ve built one team where provocation meets performance, and we have the results to prove it.”
Andrea Bendzick, CEO, Wpromote x Giant Spoon
“Giant Spoon was built to stir sht up and expand how people experience brands. Bringing Wpromote and Giant Spoon together allows us to connect the impact of big ideas all the way to our clients’ bottom line. It’s the holy grail of creativity and business. Work that works.”*
Jonathan Haber, Co-Founder, Giant Spoon
