Extend Consolidates Lavad, Spex, FoodiesBlock and World Edge, bringing a broader range of capabilities and expertise together to create greater value for clients through one connected model powered by Extend CIP.
Extend today announced the consolidation of Lavad, its influencer marketing agency; Spex, its performance media strategy and buying agency; FoodiesBlock, specializing in culinary content creation and creative production; and World Edge, its production agency. All five now operate under Extend.
The move is part of the strategy Extend announced earlier this year with the launch of Extend CIP, which brings the group’s agencies and technology products together on one platform across the marketing workflow. The platform connects the work from planning and content creation through campaign execution, management and distribution across channels, to monitoring, measurement and ongoing performance optimization.
The consolidation is designed to create greater value for clients by reshaping how marketing work is delivered in response to changes in the industry and the way leading marketing teams now operate. Rather than treating strategic planning, creative content, influencer marketing, media buying, distribution and measurement as separate processes, Extend brings these capabilities together through one operating and technology model. This allows data and context to carry across the campaign, strengthening how each stage informs the next and how the work performs against its objectives
Extend sees the move as a fundamental shift in how marketing work gets done in the age of AI. Clients increasingly expect decisions grounded in data rather than assumptions, and measurable outcomes rather than impressions. In this model, each stage of the work no longer starts from scratch. The knowledge built over time around a brand, its audience, objectives and past performance becomes shared context that carries from planning to execution, and from execution into measurement and optimization
“The traditional agency model was built by dividing work into separate disciplines. Technology and AI now allow us to bring those disciplines back together around one objective, one set of data and a shared context. For us, this consolidation is not about restructuring brands. It is about fundamentally redesigning how we work,” said Sami Alrasheed, Founder and CEO of Extend
Extend believes this context should be built once, within one company and through standardized processes and data. This shift is reflected in the service model Extend operates today, built around three core capabilities: product and experience design, campaigns and activation, and measurement and optimization. These capabilities are powered and managed through Extend CIP, giving clients broader and easier access to the capabilities they need within one connected model spanning strategy, execution, data and measurement
