Front Row has snapped up another marketing agency.

The firm has acquired Socium Media, a marketing agency launched in 2019 by Owen Loft and Sam Sherman, for an undisclosed sum. As part of the deal, Socium will merge by the end of 2026 into Front Row, which specializes in beauty marketing and e-commerce growth and is led by executive vice president and managing director Katie Martin.

“By bringing Socium into Front Row, we’re strengthening our ability to help brands grow with a unified approach that connects compelling creative and brand storytelling with the data, technology and performance rigor required to scale in today’s commerce landscape — on Amazon and beyond,” Martin said in a statement.

With the transaction, Front Row looks to further its expertise in paid social, SEO and GEO, all of which have been areas of focus for Socium. New York investment bank Palazzo advised Socium on the sale.

“We’ve always believed that the strongest results come from aligning performance marketing with brand strategy and creative execution,” Loft said in a statement. “Front Row shares that belief, and together we’re able to offer clients a more powerful, connected approach to growth.” 

Front Row’s clients have included Tatcha, Ouai, RéVive, Nopalera and more. Last May the firm acquired Shopify partner agency Built in Amsterdam to bolster its e-commerce capabilities and further its presence in Europe. Before that, it completed acquisitions of creative agency School House; marketing firm Taylor & Pond, and e-commerce marketplace accelerator Finc3, all of which have since merged under the Front Row umbrella.