Wpromote and Giant Spoon Form New Agency Where Brands Never Have to Choose Between Love and Money
Together, they promise to solve one of marketing’s biggest challenges by delivering the best of both worlds: bold creativity and proven performance in one frictionless client experience.
Wpromote, Ad Age’s 2025 Performance Marketing Agency of the Year, has acquired Giant Spoon, a Cannes Lions–winning full-service creative agency, to form Wpromote x Giant Spoon. This new agency is built on one simple belief: that brands should never have to choose between love and money.
Wpromote x Giant Spoon will be led by Wpromote CEO Andrea Bendzick, with Giant Spoon’s co-founders Jonathan Haber, Marc Simons, and Trevor Guthrie joining Wpromote’s executive leadership team. Both teams retain founder DNA and bring together the ferocity of an independent shop with a long history of helping challengers win. As one unified team, they will deliver what the industry has long promised but never achieved: marketing that works for both the CMO and CFO.
With complementary expertise and a shared culture focused on independence and ambition, the teams are ready to deliver integrated services immediately.
As Wpromote has pivoted to full-funnel media, the agency has deployed its Challenger Framework planning methodology to unify brand and performance into a single agile growth engine, augmented by insights and predictive forecasting from Polaris IQ, the agency’s proprietary intelligence platform. The acquisition will embed brand and creative strategy more deeply into that process, accelerating Wpromote’s full-funnel trajectory and unlocking new opportunities for Wpromote’s clients to stand out in the market and get results. Giant Spoon’s clients will get access to advanced data, analytics, technology, and performance capabilities that will be woven into their modern and expansive approach to building brands. Together, Wpromote x Giant Spoon marries culture-defining ideas with data-driven media strategies while quantifying the business impact of marketing as a whole.
“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,” said Andrea Bendzick, CEO of Wpromote x Giant Spoon. “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.”
Wpromote manages more than $3 billion in media spend for clients, including Peacock, Vuori, and TransUnion. Backed by Polaris IQ, Wpromote’s experts help brands make smarter, faster investment decisions, driving an average 30% revenue growth for clients. Giant Spoon brings award–winning brand creative, strategic brand media, and immersive experiential expertise to the mix, including notable campaigns for HBO’s House of the Dragon, which culminated in wrapping a life-size dragon around the Empire State Building, and Lucid Motors, where they architected its multi-year creative partnership with Timothee Chalamet. Additional clients include Google, Walmart, and Autodesk.
Giant Spoon’s founders came from the world of holding companies and saw firsthand the limitations of that model, including what rules needed to be broken. “Giant Spoon was built to stir sh*t up and expand how people experience brands,” said Giant Spoon co-founder Jonathan Haber. “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.”
Sidley Austin LLP and Croke Fairchild Duarte & Beres LLC served as Wpromote’s legal advisors, with support from ZMC, the company’s private equity partner, in facilitating the transaction.
About Wpromote
Wpromote is an independent full-funnel marketing agency built for bold brands that refuse to stand still. We break down the barriers between brand and bottom line for clients like Intuit QuickBooks, Peacock, TransUnion, and Vuori by supercharging human intelligence with AI-powered technology. Learn more at https://www.wpromote.com.
About ZMC
ZMC is a leading private equity firm comprised of experienced investors and executives that invests in and manages a diverse group of media, entertainment, communications, and technology enterprises. Founded in 2001, ZMC’s investment philosophy centers on operational value creation driven by targeted investment themes, deep sector expertise, and strong partnerships with industry and operating executives. ZMC has a successful track record of being a value-added partner to founder-led businesses and working hand-in-hand with management teams to create value for its portfolio companies. ZMC is currently invested out of ZMC IV, L.P. Visit www.zmclp.com to learn more.
For more information:
Jenna Wigman, Director, Communication, Wpromote
617-966-0649
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