News Summary
Highland Group, a Grand Rapids marketing firm, has acquired Ann Arbor’s Brandworks Detroit, marking a significant move that enhances both companies’ capabilities. The acquisition, finalized on July 30, is expected to bring new digital marketing strengths to Brandworks’ existing clientele while positioning Highland Group for future growth. This strategic partnership aims to expand reach, particularly in the Detroit market, and create new employment opportunities.
Exciting Changes in the Marketing World: Grand Rapids Firm Acquires Ann Arbor Agency
In a significant move that merges expertise and expands capabilities, Highland Group, a marketing firm based in Grand Rapids, has officially acquired Brandworks Detroit, an agency rooted in Ann Arbor. The acquisition, finalized on July 30, marks a pivotal moment for Highland Group as it embarks on its first acquisition journey.
A Natural Fit for Growth
Highland Group’s CEO Scott Crowley expressed enthusiasm about the acquisition, emphasizing that Brandworks was a “natural fit.” He noted that both companies share a similar customer base and offer complementary services, making the transition smoother than one might expect. Brandworks Detroit had its strengths but lacked in the digital marketing realm, a gap that Highland Group is eager to fill. This alignment promises to enhance the digital presence of Brandworks’ existing clients and attract new ones.
A New Chapter for Brandworks’ Founder
After a commendable 40-year career, Brandworks founder Jay Kargula decided it was time for retirement but wanted to ensure a smooth transition for his agency. He found Highland Group to be an ideal match, offering the right mix of capabilities and culture essential to continue serving their clients effectively. Kargula shared his vision of the firm’s future and expressed excitement about collaborating with Highland Group as they integrate their services.
Highland Group’s Established Presence
Founded in 2001, Highland Group has built a solid reputation by serving clients such as the Grand Rapids Area Chamber of Commerce, Applied Innovation, and Steelcase. They primarily cater to privately held companies and global enterprises, with a strong focus on branding, digital experiences, and sales and product communications. This dedication to excellence opened the door for this advantageous acquisition.
Brandworks’ Legacy and Client Base
Meanwhile, Brandworks Detroit has been a part of the marketing landscape since 2009. Their stronghold in the insurance and manufacturing sectors, with notable clients like Amerisure and Universal Robots, has positioned them well. The acquisition promises to not only enhance Highland Group’s capabilities but also expand its reach in the vital Detroit market.
Operational Changes and Employment Opportunities
Even after the acquisition, Highland Group will continue to operate out of its Grand Rapids location, while Brandworks will remain in Ann Arbor, where they are currently on the hunt for new office space. With a workforce of 27 at Highland Group and seven at Brandworks prior to the acquisition, the transition presents opportunities for growth on both sides. Crowley mentioned plans to hire two additional employees this year, while Brandworks might be looking to onboard three to four more post-acquisition.
A Vision for Future Growth
As part of Highland Group’s long-term strategy, Crowley indicated a desire to complete one or two acquisitions annually over the next decade to broaden their service offerings and geographical reach. He expressed interest in expanding into markets like Chicago, Detroit, and Indianapolis, which will only strengthen their presence and capabilities.
A Positive Outlook Ahead
With this exciting new chapter, both Highland Group and Brandworks Detroit stand poised for a bright future. Kargula is set to assist with business development at Brandworks until May of next year, ensuring a smooth transition and continued support for their clients during this period. The acquisition represents not just a growth initiative but also a reaffirmation of both firms’ commitment to delivering quality marketing services in an ever-evolving digital landscape.
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Additional Resources
- Crain’s Grand Rapids
- Wikipedia: Marketing
- MLive
- Google Search: Digital Marketing
- MarTech Cube
- Google Scholar: Marketing Strategy
- Built In
- Encyclopedia Britannica: Digital Marketing
- MITech News
- Google News: Marketing Acquisition
