Interluxe Group acquires adMixt in bid to marry events with performance marketing for luxury brands

Interluxe Group, a luxury marketing agency that works with over 250 brands ranging from Rolls-Royce to The Four Seasons, is deepening its focus on performance marketing as agency expectations evolve for luxury brands. 

The firm, which focuses on events and media, has acquired adMixt, a performance marketing agency that works primarily with digitally-native brands like Westman Atelier and Mizzen + Main.  Terms of the deal were not disclosed.

Nick Van Sicklen, founder and CEO of Interluxe Group, said that while the agency has “dabbled” in performance marketing before, it’s really acquiring a new capability with this acquisition. Interluxe Groups consists of a few different arms: North & Warren, which focuses on luxury media and digital marketing; Quinn, which does strategic communications; and Interluxe Groups, which manages experiential activations. As an example, Interluxe Group works with Range Rover on its Range Rover House pop-ups, “inspired by a location that embodies modern luxury,” like an après-ski-inspired house in Park City. 

AdMixt describes itself as a “tech-enabled” performance marketing agency, as it has built its own software that buys ads and measures performance for all of the major tech platforms like Meta, Google, TikTok, Snap and Reddit. The pitch, from both Van Sicklen and adMixt CEO Kevin Simonson, is that luxury brands will want online and offline marketing strategies to live together. 

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