Revolution Acquires Centigrade
Global sports marketing agency rEvolution has acquired Detroit-based integrated marketing agency Centigrade.
Specialising in marketing communications, public relations, experiential activation and motorsports, Centigrade works with a number of high-profile clients including Lamborghini, Lotus, Bugatti, Alfa Romeo, RECARO Automotive, Charge Enterprises and Hagerty Drivers Foundation. The acquisition bolsters rEvolution’s current portfolio of global clients, joining others in the automotive, motorsports and lifestyle categories including Continental Tire, General Tire, Lucas Oil and Polaris.
With the acquisition, rEvolution will immediately broaden its fully integrated service model across strategy, creative, activation and management with Centigrade’s global service offerings and staff. The team will continue to be led by co-founders Nick Matthews and Julie Barnard.
In addition to its automotive and motorsports clients, rEvolution works across all major sports leagues and properties including MLS, MLB, NFL, Tottenham Hotspur, and Harlequins.
The acquisition of Centigrade also delivers a new Detroit location as the organization’s fourth office – joining the London office, another based in Indianapolis and a headquarters based in Chicago.
In addition to leadership roles for Julie Barnard and Nick Matthews, all current Centigrade staff will join rEvolution in their client relations, experiential, marketing, and communications roles. The Centigrade business will operate under the rEvolution brand effective with the close of the transaction.
John Rowady, CEO and Founder rEvolution, said, “At rEvolution, we centre our business on a team of experts. Our people-first approach leads every aspect of our relationship with our clients and partners. The Centigrade team is aligned with us in this approach to their business, a critical factor in any acquisition. And as a Detroit native, I am personally excited about investing in a city I love and expanding our presence in the auto industry and overall lifestyle and luxury categories.”
Nick Matthews, Chairman, Centigrade added, “Since our founding in 2010, Centigrade has continued to grow in the marketing and public relations sectors. Joining the rEvolution team will expand our collective capabilities and client offerings exponentially. We look forward to a successful future as one rEvolution.”
“This is a very exciting time for our two agencies,” added Julie Barnard, President, Centigrade. “As we come together, we see tremendous opportunity for our people and our clients. As I join rEvolution leadership, I am eager and excited to help integrate our organizations and set us up for continued growth.”
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