Minds + Assembly Continues Acquisition Trail with Awaken Interactive

Minds + Assembly has announced the acquisition of Awaken Interactive, a healthcare digital marketing agency specializing in digital media, paid and web analytics, technical development, and marketing automation. Founded in 2010, Awaken has a track record of delivering data-driven solutions that translate complex healthcare science into actionable insights for healthcare brands. This acquisition aligns with Minds + Assembly’s strategic vision of building a fully integrated healthcare communications and commercialization platform, expanding the agency’s digital and analytics capabilities.

This latest acquisition follows Minds + Assembly’s recent purchase of HashtagHealth®, a social media agency exclusively focused on healthcare. Together, these moves aim to position Minds + Assembly as a leader in omnichannel healthcare marketing, continuing its journey from a small startup in 2014 to a 280+ agency in 2024.

Awaken brings a expertise in digital media strategy, analytics, and technical development, adding to Minds + Assembly’s offerings under the leadership of industry leader Johanna Jarvis, Managing Partner of Media. “The acquisition of Awaken is all by design,” commented Joelle Friedland, Co-Founder of Minds + Assembly. “As we expand to meet our clients’ evolving digital needs, Awaken will help solidify our expertise in this critical area.”

Awaken’s CEO, Kelly McNicol, echoed this enthusiasm, noting, “Joining Minds + Assembly will enhance our digital and analytics capabilities while providing clients access to a broader range of resources and growth opportunities.” Supported by Amulet Capital Partners, Minds + Assembly continues its rapid growth trajectory, with plans to further enhance its offerings and talent pool in the months ahead.