AVENIR GLOBAL acquires Archetype parent company Marker Collective

Montreal-based communications group AVENIR GLOBAL has acquired Marker Collective from Next 15 Group, bringing three technology-focused communications agencies and an AI-powered media intelligence platform into its global network.

The acquisition adds Archetype, Nectar and Outcast to AVENIR GLOBAL's portfolio, alongside Delve, Marker Collective's proprietary AI platform. The deal also brings approximately 650 employees across 20 offices in the US, UK, continental Europe and Asia Pacific.

The move forms part of AVENIR GLOBAL's strategy to expand its international presence and strengthen its expertise in technology communications, while investing in specialist agencies that retain their individual identities and client relationships.

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Marker Collective will continue operating as a separate business under CEO Helena Maus (pictured), with Archetype, Nectar and Outcast retaining their respective leadership teams, cultures and client focus. Day-to-day operations will remain unchanged, with clients continuing to work with their existing agency teams.

The acquisition also brings Marker Collective's AI-powered media intelligence platform, Delve, which analyses news and social media coverage. AVENIR GLOBAL plans to explore its use across its wider agency network to improve client services and operational efficiency.

The acquisition comes as AVENIR GLOBAL marks its 50th anniversary, building on its portfolio of specialist communications firms across North America, Europe, the Middle East and Asia Pacific. Its existing network includes NATIONAL Public Relations, Padilla, SHIFT Communications, Hanover, Madano, AXON and Cherry, among others, spanning public relations, strategic communications, public affairs and healthcare communications.

Commenting on the acquisition, Jean-Pierre Vasseur, president and CEO of AVENIR GLOBAL, said the group was attracted by Marker Collective's talent, agency expertise, relationships with technology companies and proprietary technology.

"We believe in the value of communications and advisory firms that help organisations earn trust, strengthen their reputations and navigate change, particularly where science, technology, health, policy and capital intersect," he said.

"Marker fits well with that approach. In our 50th anniversary year, this acquisition represents another important step in our international growth."

Meanwhile, Maus described the acquisition as a vote of confidence in Marker Collective's operating model, which brings together distinct agencies through shared intelligence and technology.

"What makes AVENIR GLOBAL such a good fit is its understanding of what makes specialist agencies successful. We share a belief in preserving what makes each agency different while giving our teams opportunities to collaborate and deliver success for clients across markets," she said.

"Joining AVENIR GLOBAL gives us a long-term partner that values what we have created. The next era of communications is being written now, and we are thrilled to write it with AVENIR GLOBAL."

The acquisition follows Archetype APAC's efforts to strengthen its regional capabilities in AI-driven communications. In July this year, the agency expanded its leadership team as it ramped up VISTA, a consulting framework aimed at helping brands improve their visibility across AI-powered discovery platforms.

As part of the move, Archetype promoted Mei Ling Yeow to executive vice president, APAC head of strategy and innovation, appointed Florence Mae Jarillo as APAC data and insights lead, and added Simon Lesch to its regional senior leadership team as APAC head of AI and transformation.

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