""By bringing Socium into Front Row, we're strengthening our ability to help brands grow with a unified approach that connects compelling creative and brand storytelling with the data, technology and performance rigor required to scale in today's commerce landscape - on Amazon and beyond," Martin said in a statement. With the transaction, Front Row looks to further its expertise in paid social, SEO and GEO, all of which have been areas of focus for Socium."
""We've always believed that the strongest results come from aligning performance marketing with brand strategy and creative execution," Loft said in a statement. "Front Row shares that belief, and together we're able to offer clients a more powerful, connected approach to growth." Front Row's clients have included Tatcha, Ouai, RéVive, Nopalera and more. Last May the firm acquired Shopify partner agency Built in Amsterdam to bolster its e-commerce capabilities and further its presence in Europe."
Front Row acquired Socium Media, a marketing agency launched in 2019 by Owen Loft and Sam Sherman, for an undisclosed sum. Socium will merge into Front Row by the end of 2026. Front Row specializes in beauty marketing and e-commerce growth and is led by executive vice president and managing director Katie Martin. The acquisition aims to connect creative storytelling with data, technology and performance rigor to scale brands across commerce channels, including Amazon. The deal strengthens Front Row's paid social, SEO and GEO capabilities. New York investment bank Palazzo advised Socium. Front Row has previously absorbed Built in Amsterdam, School House, Taylor & Pond and Finc3.
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