E-commerce agency Front Row Group has acquired New York-based performance marketing agency Socium Media in a deal targeted at strengthening creative and performance integration.
The performance marketing agency, founded by Sam Sherman and Owen Loft, specialises in paid search and social, SEO, and GEO, with category synergy across Front Row’s portfolio, including travel, wellness, and lifestyle.
According to the e-commerce agency, the deal, completed this month for an undisclosed sum, aligns with its broader strategy to unify creative strategy and execution.
Indeed, Socium will be brought into Front Row's integrated agency business, enabling the company to expand its Connected Commerce platform.
"Connected commerce is about ensuring strategy, creativity, and performance are not operating in silos," said Katie Martin, EVP and Managing Director at Front Row, in a statement this week.
The purchase comes as pressure builds for brands to better align storytelling with measurable performance, as full-funnel approaches become an increasing priority.
And industry data tells us why.
Nest Commerce’s 2025 figures demonstrated that brands with an integrated full-funnel system have, in recent years, reaped the rewards.
In Q4 2024, full-funnel strategies resulted in a 38% year-over-year (YoY) increase in conversion rates, the data showed.
Success with this approach appears to be continuing, too.
Recent company stats from Amazon show that ad revenue grew 22% in Q4, with over $12 billion of incremental revenue added in 2025. This was buoyed by the giant’s full-funnel advertising approach, according to Brian Olsavsky, Amazon’s SVP and CFO.
And it looks like brands are betting this convergence trend is here to stay.
“This acquisition reflects a broader industry shift toward fully integrated, data-driven commerce, where brands can no longer afford to separate brand building from performance execution,” said Martin, in a statement to Hello Partner.
Looking ahead, Martin shared that the company's focus will be geared towards scaling this integrated approach to meet growing demand.
“As off-platform media continues to drive marketplace conversions, we're uniquely positioned to connect the full journey from discovery to purchase across Amazon, D2C, and other retail platforms,” commented Martin.
