News Summary
Highland Group has acquired Brandworks Detroit, marking a significant expansion for the Grand Rapids marketing firm. This acquisition enhances Highland Group’s service offerings and solidifies its presence in Detroit. With a shared customer base and complementary strengths in digital marketing, both firms are poised for future growth. Jay Kargula will assist during the transition, as Highland Group aims for more acquisitions in the coming years.
Exciting Times in Michigan: Highland Group Welcomes Brandworks to the Family
In a significant move that marks the beginning of a new chapter for both companies, Highland Group, a marketing firm based in Grand Rapids, has officially acquired Brandworks Detroit, an Ann Arbor agency. Now under the banner of Brandworks Detroit Powered by Highland Group, this acquisition was finalized on July 30 and represents Highland Group’s very first expansion by acquisition.
A Natural Fit
Scott Crowley, the CEO of Highland Group, expressed his enthusiasm for the acquisition, stating that it feels like a “natural fit.” Why is that, you ask? Both firms share a similar customer base and offer complementary services. Highland Group brings considerable digital marketing expertise to the table, which was something Brandworks Detroit was lacking, and it’s expected this will significantly help grow the digital presence for their collective clients.
Farewell and New Beginnings
Brandworks’ founder, Jay Kargula, was looking for the right buyer as he plans for retirement after an impressive 40-year career. It was essential for him to find a company that aligns well with Brandworks’ culture. Fortunately, he found Highland Group to fit that bill perfectly, citing a wonderful mix of capabilities and company culture necessary for serving their clientele well.
About Highland Group
Founded in 2001, Highland Group has built a reputable portfolio that includes big names like the Grand Rapids Area Chamber of Commerce, Applied Innovation, and Steelcase. The firm mainly focuses on providing services tailored for privately held companies and global giants alike, centering their efforts around branding, digital experiences, and sales and product communications.
Brandworks’ Presence
On the other hand, Brandworks Detroit has been active since 2009 and has carved out a strong client base particularly in the insurance and manufacturing sectors, partnering with industry players like Amerisure and Universal Robots. The acquisition not only broadens Highland Group’s service offerings but also solidifies their presence in the Detroit area, making it a win-win situation for both agencies.
What’s Next for Both Firms?
Despite the changes, Highland Group will continue to operate out of Grand Rapids, while Brandworks will carry on operations in Ann Arbor, where they are on the lookout for new office space. As far as staffing is concerned, Highland Group currently employs 27 staff members, while Brandworks had seven employees before the acquisition.
Plans for Growth
Kargula isn’t stepping away completely just yet; he plans to work alongside Brandworks until May of next year to help steer business development. Meanwhile, Crowley mentioned that Highland Group is looking to hire two additional employees this year while maintaining their current employment levels until 2025. As for Brandworks? They have the potential to add three to four new employees following this acquisition.
Aiming for the Future
The acquisition also pivots Highland Group’s growth strategy, where they aim to complete one or two acquisitions each year over the coming decade. Crowley shared that they’re looking at increasing their footprint in markets like Chicago, Detroit, and Indianapolis.
Getting Advice for the Transition
Behind the scenes, experts from Frisia Group and Warner Norcross + Judd LLP provided their advisory services to help solidify this deal, ensuring a smooth transition for both teams.
In the end, the acquisition of Brandworks Detroit by Highland Group not only speaks to the ambition of both companies but also sets the stage for exciting opportunities ahead. As each agency leans on its strengths, we can anticipate some innovative changes that will flourish in the Michigan marketing 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
