Heartbeat Buys Iconery to Get Ahead of Influencer Marketing 3.0
Heartbeat’s acquisition of Iconery combines two businesses in the influencer marketing world now ready to ride the industry’s next wave. The Venice, Los Angeles-based Heartbeat, which links brands with influencers, confirmed it acquired Iconery, the company that helps influencers develop their own brands. Terms of the deal, which closed last month, were not disclosed. The acquisition folds Iconery chief executive officer and founder Ivka Adam into the Heartbeat team, where she adds the chief marketing officer title to her name. Iconery and Heartbeat staff will settle in together under a single roof in Venice, which was previously occupied by a portion of the Snapchat team and sits along the boardwalk. The two companies had already been less than a mile from each other and had also worked together in the past. Iconery grew based on a business model that helped big names such as Rashida Jones, Michelle Branch, Jen Gotch and Pia Arrobio launch product under their own brands by offering the production backbone and other resources to develop and then sell those items. Heartbeat swims in a similar pool, having worked with companies such as Toms, Drybar, Bose, Dstld and Le Tote to connect them with influencers, with an emphasis on data to
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