Icon Commerce

Canaccord Genuity Advises Commerce Agency Icon Commerce on its Merger with MindgruveMacarta

New Combined Agency Expands Omnichannel Commerce Capabilities and Deepens Midwest Footprint

Canaccord Genuity has advised Icon Commerce, the largest independent commerce agency in the Midwest, on its merger with MindgruveMacarta, a global performance marketing, retail media, and data-tech company. This strategic move further solidifies the newly combined agency’s commitment to delivering innovative, data-driven marketing solutions, while expanding its expertise across in-store retail, marketplace, and direct-to-consumer commerce.
 
Founded in 1997, Icon Commerce is a leader in omnichannel marketing, delivering success for brands in retail, DTC, and commerce channels for clients including Deckorators, Tempur Sealy, JBSS (John B. Sanfilippo & Sons, Inc.), and Unilever, among others. Icon had previously expanded its capabilities by acquiring eCommerce agencies Marketplace Clicks and Spaceshop Commerce, adding certified Amazon, Shopify, and Adobe Commerce expertise to its integrated service offerings. 
 
MindgruveMacarta is a global performance marketing, retail media, and data-tech company created from the merger of Mindgruve and Macarta, that provides integrated performance marketing and retail media solutions for global brands. The agency is comprised of strategists, creatives, media, and marketplace experts, data scientists, and engineers driven by one common purpose – accelerate business growth through data-driven marketing, creative, and commerce.
 
Icon Commerce’s physical in-store retail marketing experience, combined with its DTC and marketplace expertise, further strengthens MindgruveMacarta’s enterprise omnichannel commerce capability for clients worldwide. Icon’s strategy, creative, and marketing service offerings are designed to grow retailers and DTC clients and are aligned perfectly with MindgruveMacarta’s performance marketing, retail media, and advanced analytics offerings. In addition, Icon’s headquarters in Cincinnati also strategically positions the combined agency to continue to grow its footprint in the Midwest.
 
MindgruveMacarta and Icon Commerce will bring together industry expertise in consumer, CPG, B2B, healthcare, financial services, and technology sectors, as well as deep platform experience in Google, Meta, LinkedIn, Amazon, Walmart, and Mercado Libre. With more than 300 employees across eight global offices, the combined agency will serve a diverse client base, including P&G, Colgate-Palmolive, Tempur Sealy, Dupont, Deckorators, Sony, Mattel, 3M, and Wrangler, among others.