AC&M Group acquires Argentina digital agency Axlot


AC&M Group, a full-service marketing agency specialising in connecting brands and consumers with cultural insights, today announced the acquisition of Argentina-based Axlot, a prominent digital innovator specialising in web development, digital advertising, analytics and digital innovation.

AC&M acquires Axlot

For twenty years, AC&M Group has been leveraging cultural insights anchored in market intelligence and data analytics to create and execute multicultural marketing strategies.

The minority-owned certified business founded by two engineers has worked with clients such as Coca-Cola, Sherwin-Williams, Blue Cross Blue Shield of NC, Telemundo, Bojangles and more.

Procter & Gamble’s Marc Pritchard noted the biggest opportunity for growth is the “multicultural market,” since Black, Hispanic, Asian, Pacific Islander, Native, Indigenous, multi-racial and multi-ethnic segments represent more than $5 trillion in buying power.

This acquisition strategically expands AC&M Group’s digital and tech capabilities, enhancing its ability to deliver culturally relevant marketing strategies with advanced digital solutions such as web and app development, interactive experiences, programmatic media planning and buying and marketing automation.

AC&M Group had an established partnership with Axlot for more than eight years. The acquisition allows the agency to offer a more integrated and comprehensive suite of services to deliver on the growing demand to reach increasingly-diverse audiences in the digital age.

It also promotes valuable opportunities for innovative Argentinian talent to accelerate their careers in the booming U.S. digital marketing and advertising industry.

Jaime Cardenas, AC&M

“Multicultural marketing efforts must go beyond race and ethnicity and address the culture of shared values, ideas and lived experiences within diverse communities,” said Jaime Cardenas, co-founder and CEO of AC&M Group.

“For two decades, AC&M Group has been at the forefront of crafting campaigns that authentically connect brands with diverse audiences.

“The acquisition of Axlot represents a pivotal moment in our journey, significantly enhancing our digital and technological capabilities.

“This move is more than an expansion; it’s a commitment to our clients. Together, we’re setting new benchmarks in multicultural marketing, ensuring our campaigns are as dynamic and multifaceted as the communities we serve.”

AC&M Group also offers sports marketing services with unique insight into the soccer market, enabling brands to tap its rapidly-growing U.S. fanbase and participants.

The agency’s work has received accolades from the Hermes Creative Awards, the American Advertising Awards and the AVA Digital Awards.