Brand experience agencies Impact XM and Jack Morton are merging, creating a larger entity backed by private equity firm The Riverside Company. The combined agency will operate under the Jack Morton name, with headquarters in Boston and New Jersey. The transaction is slated to close in the first quarter of 2026.

This consolidation reflects ongoing private equity appetite for scaling marketing services firms. Riverside's backing suggests a strategy to build a platform capable of competing with larger, integrated agencies. For clients, the merger promises a broader service offering and deeper resources, though it may also signal a shift toward more standardized, scalable solutions in the experiential marketing space.

The integration will be closely watched for how it blends the two agencies' cultures and client rosters. Investors will assess the merger's success by its ability to drive revenue growth and operational efficiencies. The deal's closure in 2026 gives the combined entity time to plan its unified market strategy and leadership structure.