TLDR: Independent digital agency Huge has acquired creative studio Both&Yes to significantly enhance its capabilities in developing AI-powered and intelligent digital experiences for brands. This strategic move brings Both&Yes co-founders, Ken Frederick and Michael Lin, known for their work on AI experiences for Google and YouTube, into Huge’s leadership as Executive Creative Directors. The acquisition aligns with Huge’s broader strategy to lead the industry in AI-driven creativity and technology.
Independent digital agency Huge has announced the acquisition of creative studio Both&Yes, a move designed to substantially expand its artificial intelligence (AI) creative capabilities and accelerate the development of intelligent digital experiences for its brand clients. The acquisition, which was made public on October 6, 2025, underscores Huge’s commitment to integrating cutting-edge technology with creative innovation in an increasingly AI-driven market.
Both&Yes, a creative studio recognized for its work in building next-generation digital and AI experiences, has a notable track record, including contributions to Alphabet companies Google and YouTube, as well as creative innovation for brands like Robinhood and Harry’s. The co-founders of Both&Yes, Ken Frederick and Michael Lin, will join Huge as Executive Creative Directors, bringing with them extensive expertise in brand strategy, design, and technology.
Jim Coleman, Executive Chairman of Huge, stated, “This acquisition underscores Huge’s commitment to leading the industry through creativity and technology.” He added, “Both&Yes has a track record of building innovative digital experiences, so we’re excited to bring their expertise to Huge to help our clients succeed in an AI-driven world.”
Ken Frederick, prior to co-founding Both&Yes, served as Head of Creative, Experiences and Brand Design within Google Brand Studio, bringing nearly two decades of experience in creating innovative digital solutions for major brands. Frederick expressed his enthusiasm for the new role, stating, “Huge is pushing the creative and technical boundaries on AI-powered experiences and I’m excited to help shape what’s next. We’re thrilled to be part of such a significant time of transition for the company, to lead a bold new chapter of innovation, storytelling, and design that truly connects with people.”
Michael Lin, with over 20 years of industry experience, specializes in building brand experiences that seamlessly merge design and technology. His previous roles include impactful creative leadership at Google Brand Studio, Landor, Robinhood, Wolff Olins, and MetaDesign.
This acquisition is part of a broader trend within the agency landscape, as firms increasingly prepare for a future where generative AI-powered experiences and information are expected to play a dominant role. Huge itself underwent significant changes last year when IPG sold it to private equity firm AEA Investors, followed by a merger with Hero Digital earlier this year, as it strategically reshapes its identity into an agency focused on creating AI-powered experiences for brands. The terms of the acquisition were not disclosed.
Also Read:
- PixVerse Unveils Advanced AI Creative Card, Revolutionizing Digital Art Creation in 2025
- Meta Unveils Advanced Generative AI and Creator Tools to Empower Global Brand Growth
The deal also reflects increased M&A activity in the agency space, influenced by the prospect of larger holding companies and the growing recognition of AI as a critical pillar for business moving forward.
