Barú Advertising Inc., a Culver City-based agency that spreads messages for state agencies, has folded in under advertising and market research firm Fors Marsh.

For Arlington-based Fors Marsh, the acquisition is a push deeper into California, the second-largest state buyer of its services. The agency works closely with state and federal departments to raise public awareness of issues like opioid overdoses, stroke prevention and cyber security. 

Founded in 2007 and headquartered in the Helms Design District, Barú stood out as a partner that could connect national and local campaigns, said Fors Marsh Chief Executive Ben Waite.

“They have a pretty incredible track record of reaching audiences in a way that reflects the culture and the language and the lived experience,” Waite said. “(Barú has) the ability to connect through entertainment and storytelling in ways that work.”

Producing ‘highly impactful work’

Understanding cultural nuances and conducting ground-level market research is key to reaching a target audience, which made Barú’s Spanish-language translation services and grounding in California attractive, he said.

The local agency has worked with the California Department of Public Health, Covered California and CalKIDS, among others. Most recently, it developed a crisis counseling campaign for CalHOPE. 

“For years, Barú has driven transformational statewide campaigns by ensuring the real voices of California are at the center of our work,” said Elizabeth Barrutia, Barú’s founder and president, in a news release. “With this partnership, we deepen our dedication to creating highly impactful work, moving beyond awareness and education to truly shaping resilient communities.”

The acquisition reflects broader consolidation in the marketing and advertising space that has created a stark distinction between major conglomerates leaning into artificial intelligence use and smaller, more boutique agencies, Waite said.