DUDE Joins Media Forces with Kotton

May. 26, 2026

Independent creative agency DUDE has created an official partnership deal as a minority stakeholder with media agency, Kotton, to integrate creative and media for clients in one seamless partnership.

The new arrangement expands the range of services and capabilities for clients of both the Milan and London agencies tapping into a flexible approach to media investment. 

DUDE and Kotton will create an integrated system that covers the entire lifecycle of a campaign: from the creative idea to media planning and execution, to advanced performance measurement, closing the gap between creative idea and client business objective. The system is powered by KAI — Kotton AI — a continuously evolving suite of AI-native tools designed to support the team with the most advanced AI solutions, from AI audience analysis to media budget allocation and campaign measurement.

Lorenzo Del Bianco, CEO of DUDE, commented:

“The market is asking us to combine creativity and media more and more, and Kotton brings exactly one approach to data, technology, and measurement that makes our ideas even more powerful.”

 

David Abravanel, co founder, Kotton added:

"Creativity and Media have historically operated on parallel tracks, inefficiently. If this was less than ideal before the advent of AI, today it is a measurable constraint on growth."

 

Tommaso Pietrarelli, co founder, Kotton continued:

"The partnership with DUDE allows us to work with ambitious brands and to bring our integrated vision into one of Europe's most dynamic creative agencies, delivering real impact on client results."

 

Kotton is a new venture conceived by David Abravanel and Tommaso Pietrarelli — entrepreneurs with extensive experience in MarTech and AdTech roles at Google and in growth at Jellyfish — in collaboration with DUDE, to bring to the world of media the same approach that has always defined the creative agency.

Before DUDE purchased the Kotton minority stake, making the partnership official, the two companies had already worked on successful integrated creative and media campaigns for brands such as Mango, Synlab, Gi Group, and xFarm.