Attivo Group

Emerging independent holding company preserving legacy U.S. creative agencies outside the traditional Big Six holding company structure

Attivo Group is a New Zealand-based marketing and communications services holding company that made headlines in January 2024 when it acquired Deutsch New York and Hill Holliday from Interpublic Group (IPG). The acquisition was part of IPG's broader portfolio rationalization strategy, and Attivo Group stepped in to preserve both agencies as independent, creatively-driven entities rather than allowing them to be absorbed or shuttered. The deal represented a significant moment in the advertising industry, as both Deutsch and Hill Holliday carry decades of legacy and cultural cachet in the U.S. advertising market. Attivo Group operates as a holding company structure, providing strategic oversight and financial backing to its agency subsidiaries while allowing them to maintain their distinct creative identities and client relationships. Deutsch New York is known for its bold creative work across brand advertising, while Hill Holliday, founded in Boston, has a storied history in brand storytelling and integrated communications. Together, the two agencies bring substantial creative talent and blue-chip client rosters under the Attivo umbrella. As a relatively new entrant to the global advertising holding company landscape, Attivo Group represents a growing trend of independent or non-traditional buyers acquiring legacy agency brands from the major holding companies. Its New Zealand base distinguishes it from the traditional U.S.- and U.K.-headquartered holding company giants, and its focus appears to be on nurturing creative agency culture rather than building a sprawling technology-driven marketing services conglomerate.