Embryo announces the acquisition of Serotonin, an award-winning creative and digital agency recognised for its strategic brand building and game-changing campaigns. The move strengthens the depth and breadth of services provided by Embryo, adding scale and specialist capabilities, particularly following the agency’s previous acquisitions of Making You Content in April 2025 and Novaro in November 2025.
Founded in 2019 by Dom Carter and Clair Heaviside, Serotonin grew from its Northern Quarter base to service clients globally. The agency built a strong reputation for combining strategic thinking with creative execution, delivering work designed to shift brands forward rather than simply maintain the status quo. In 2025, Serotonin also acquired the ecommerce agency Unparalleled, further strengthening its digital capability.
By integrating Serotonin’s entrepreneurial leadership, team and expertise into Embryo, the agencies join forces to create a broader, more integrated offer spanning brand, strategy, performance marketing and creative. The combined business will provide clients with a stronger end-to-end capability, 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, while 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.”
The leadership teams from both agencies will work closely to integrate operations and expand the group’s capabilities.
Embryo was founded by Ross Green alongside James Welch in 2014 and has grown into one of the UK’s leading independent digital marketing agencies, known for delivering measurable growth for ambitious brands.
Ross Green said:
“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.”
The agency continues to explore opportunities that strengthen its proposition and support its ambition to become one of the UK’s most respected independent marketing agencies.
