Gradient Merger Creates Bi-Coastal Experiential Agency

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NY-based creative agency Gradient has expanded, merging with LA-based social and digital agency Little Arrows and adding Jennifer de Fouchier as Executive Creative Director & Partner. Consolidating under the heading of Gradient Group, Little Arrows is now known as Gradient Digital, augmenting Gradient Experiential’s physical expertise. Together, a 50-plus team is working across offices on both coasts.

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“With this merger, we are now the only experiential-first creative agency to also incorporate fully-formed digital capabilities,” said Pauline Oudin, Managing Partner of Gradient Experiential. The fit with Little Arrows was a natural one, she added, as experiential marketing combined with digital strategy plays an increasingly vital part of full-bodied marketing plans. Marci Ikeler, formerly CEO of Little Arrows and now Partner and Director of Gradient Digital, echoed the sentiments: “Our expertise in social media, digital strategy, aspirational content and paid media particularly complement Gradient’s strategic marketing experiences.” Ikeler was previously VP, Director of Digital Strategy at Publicis and EVP, Director of Digital & Channel Strategy for Grey Group.

De Fouchier has an extensive background in experience design and luxury, having previously served as Director of Design at David Stark Design. She also held creative roles at Louis Vuitton, M.A.C. Cosmetics, Bulova and Hearst, among others. Gradient Group will continue to service joint clients including Facebook, Clinique, Lincoln and Paramount, as well as L’Oreal, Beam Suntory, Piper-Heidsieck and Terlato Vineyard.

Shown above the executive team (l to r): Marci Ikeler, Jeremy Rumeld, Jennifer de Fouchier, Anthony Coppers, Colin McKenzie, and Pauline Oudin.