Gradient Expands with Bicoastal Merger and New ECD

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 talent under the heading of Gradient Group, Little Arrows will now be known as Gradient Digital, augmenting Gradient Experiential’s physical expertise. Together, a 50-plus team will work across offices in New York and Los Angeles.

“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: “This creative approach becomes a mass communication strategy with quantifiable metrics when coupled with social amplification, and is exactly what our clients need to grasp attention in all the right ways.”

Marci Ikeler, formerly CEO of digital agency Little Arrows and now partner and director of Gradient Digital, echoed Oudin’s sentiments: “Our expertise in social media, digital strategy, aspirational content and paid media particularly complement Gradient’s strategic marketing experiences. Working together, we are perfectly poised to help brands build increasingly personal connections with consumers, which translates into more eyes and more sales.” Ikeler was previously VP, director of digital strategy at Publicis and EVP, director of digital & channel strategy for Grey Group.

Joining as creative director, 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 has consistently delivered incredible work to its clients, creating memorable moments which inspire brand love,” said De Fouchier. “The team has embraced me, and I look forward to continuing our collaboration to generate fresh ideas and imaginative experiences for our current clients, as well as those yet to come.”

Gradient Group will continue to service joint clients including Beam Suntory, Facebook, Clinique, Lincoln and Paramount, as well as L’Oreal, Piper-Heidsieck and Terlato Vineyards.