Embryo has acquired creative and digital agency Serotonin as it continues a run of strategic expansion.
The deal adds scale and specialist capabilities to Embryo’s offer, following its acquisitions of Making You Content in April 2025 and Novaro in November 2025.
Serotonin, founded in 2019 by Dom Carter and Clair Heaviside, grew from its Northern Quarter base into an agency serving clients globally. The business built a reputation for combining strategic thinking with creative execution, delivering campaigns designed to shift brands forward rather than simply maintain the status quo.
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In 2025, Serotonin also acquired ecommerce agency Unparalleled to strengthen its digital capability. Embryo said the integration of Serotonin’s leadership, team and expertise will create a broader, more integrated offer spanning brand, strategy, performance marketing and creative. The combined business will provide clients with end-to-end capabilities, from positioning and storytelling through to digital performance, technology and growth.
As part of the transition, Clair Heaviside will become Chief Creative Officer, responsible for strengthening and expanding Embryo’s creative and brand offering. Dom Carter will take on the role of Chief Strategy Officer, shaping the agency’s strategic direction, building out the programmatic display department, adoption of AI on agency and client side and supporting Embryo’s continued growth through business development.
Dom Carter said: “We’ve always believed that great marketing sits at the intersection of strong strategy and standout creativity. Embryo has built an impressive reputation for performance and growth, and the opportunity to bring Serotonin’s brand and creative capability into that environment felt like a natural next step. Together we can offer clients something more complete, combining strategic clarity, creative thinking and digital performance under one roof.”
Embryo was founded in 2014 by Ross Green alongside James Welch and has grown into one of the UK’s independent digital marketing agencies, known for delivering measurable growth for ambitious brands.
Ross Green added: “Serotonin has built a reputation for bold thinking and impactful creative work. Bringing their team into Embryo strengthens what we can offer our clients and accelerates our vision of building a truly integrated agency. Dom and Clair bring enormous strategic and creative expertise, and we’re excited about what we can build together.”
Leadership teams from both agencies will now work together to integrate operations and expand the group’s capabilities as Embryo continues exploring opportunities to strengthen its proposition and support its ambition to become one of the UK’s most respected independent marketing agencies.
