Alloy acquires Atlanta agency Dragon Army to deepen digital and UX muscle
What's the deal? Alloy has acquired Atlanta-based customer experience agency Dragon ArmyDealroom has a profile for this one. Try Dealroom →, combining two independent digital businesses. Financial terms were not disclosed.
What changes? Dragon Army's full team and client roster will join Alloy, and the Dragon Army brand will be retired as the businesses integrate. Alloy chief executive officer Raj Choudhury will lead the combined agency, with Dragon Army founder Jeff Hilimire and chief executive officer Jenn Leahy supporting the transition.
Founded in 2013, Dragon Army specialises in customer experience strategy, UX and design, development, branding, and digital marketing across healthcare, financial technology, and industrial markets. Its clients include The Coca-Cola Company, Chick-fil-ADealroom has a profile for this one. Try Dealroom →, Delta Air LinesDealroom has a profile for this one. Try Dealroom →, Great ClipsDealroom has a profile for this one. Try Dealroom →, and The Home Depot.
Why now? The acquisition gives Alloy an established team rather than requiring it to build capacity through individual hires. "Their team deepens our UX and technology expertise at exactly the right moment, as demand has grown significantly in 2026," Choudhury said.
What's the endgame? Alloy is absorbing an operating team with existing client relationships and capabilities across strategy, design, and technology. The combined agency will offer services spanning brand and experience, marketing orchestration, platform innovation, communications, and public relations.
The rationale centres on managing more complex digital work as artificial intelligence and shifting customer behaviour reshape how companies interact with buyers. The deal continues a growth run for Alloy, which featured on the 2026 Inc. 5000 and Atlanta Business Chronicle's Fastest-Growing Companies in Metro Atlanta list.
"Joining Alloy gives our team access to greater resources, broader capabilities, and more ways to solve complex customer experience challenges while preserving the people, relationships, and passion that made Dragon Army what it is," Leahy said.
The signal: Retiring the Dragon Army name signals a full integration rather than running the acquired business as a standalone brand. For agencies facing rising demand for AI-era digital services, buying an intact team is becoming a faster route to scale than hiring one role at a time.
Read more: citybiz.co
Image credit: Generated with Gemini
