Marketing & Advertising Acquisitions in Michigan

Austin-based Serata Capital Partners and Dallas-based Paceline Equity Partners have acquired EventLink (EventLink Holding Company), a Sterling Heights, Michigan experiential marketing and event services provider, from Fort Point Capital. The transaction transfers ownership to the two private equity managers, who plan to support EventLink's growth, expand capabilities and geographic reach, and deepen client relationships; terms were not disclosed.

MidOcean Partners has acquired GSTV, a national on-the-go video network serving fuel and convenience retailers, from Rockbridge Growth Equity, with Rockbridge retaining a minority stake. A&M Capital Strategic Investments (AMCSI) made a minority equity investment alongside MidOcean and Monroe Capital provided financing and an equity co-investment to support the deal; financial terms were not disclosed.

Hart, an independent brand transformation agency based in Toledo, Ohio, has acquired Rebuild, a Detroit-based creative and digital agency founded in 2012. Rebuild's Detroit office becomes Hart's fourth physical location and the deal deepens Hart's digital and omnichannel capabilities while expanding its presence in Detroit.

Metro Printed Products Powered By Proforma has acquired Promotion Concepts Inc., a $3 million promotional products distributor based in Kalamazoo, Michigan, effective Jan. 1, 2025. The deal will integrate Promotion Concepts' operations into Metro Printed Products to expand print capabilities and streamline client solutions while retaining continuity with the former owner's daughter, Ashlyn Powers, joining the team.

Radius Global Market Research has acquired 7th Sense, a market research and insights firm headquartered in Bingham Farms, Michigan. The acquisition strengthens Radius's research and consulting capabilities—particularly 7th Sense's automotive expertise—and integrates qualitative, ethnographic, quantitative and blended-method capabilities; financial terms were not disclosed.

Publicis Groupe has acquired Mars United Commerce (formerly The Mars Agency), the world's largest independent commerce marketing company, from Mountaingate Capital. The deal brings Mars's proprietary Marilyn platform, shopper intelligence and retail consultancy capabilities into Publicis to strengthen its end-to-end commerce and full-funnel marketing offering; Mars employs over 1,000 people globally.

Market Performance Group (MPG), an omnichannel commerce agency based in Princeton Junction, New Jersey, has acquired Wodika Devine, a boutique manufacturers' representative firm with offices in Southfield and Grand Rapids, Michigan. The acquisition expands MPG’s retailer-specific grocery capabilities and adds Wodika Devine’s sales talent and relationships with retailers such as Meijer and Walgreens.

Superstep Capital has made a strategic growth investment in CQL, a Grand Rapids-based digital commerce agency, while CQL announced new leadership with Dave Barr as CEO and Justin Finnegan as President and COO. The investment will accelerate CQL's growth, expand its digital commerce capabilities, and support a focused acquisition strategy; CQL's founder and long-time CEO will remain as investors and advisors.

Spanish communications firm LLYC has acquired an initial 70% stake in U.S.-based strategic communications agency Lambert Global, creating Lambert by LLYC and significantly expanding LLYC's U.S. presence. The deal (part of LLYC's growth plan) will triple its size in the U.S., adds nearly 130 professionals, and is expected to produce combined revenues of about $35.1 million.

CarData Inc. has acquired Michigan-based AutoNetTools to expand its automotive photography, videography and window sticker capabilities. The acquisition adds AutoNetTools' specialized merchandising and marketing services to CarData's existing suite of dealer-focused advertising products.

Truscott Rossman, a Detroit-based communications firm, has acquired Lansing-based Blohm Creative Partners, integrating the six-person marketing and design shop into TR as a new design department. Founder Jeff Blohm will remain for a six-month transition as TR expands its integrated communications and digital marketing capabilities.

Lambert Global has acquired Michigan-based Roy Public Affairs Management to expand its public affairs and policy advocacy capabilities. Roy Public Affairs founder Melissa Roy will join Lambert as Detroit Managing Partner to lead the firm’s new public affairs team and help grow Lambert’s presence across Southeast Michigan and Lansing.

Longshore Capital Partners has completed acquisitions of Blue Wheel and Retail Bloom and combined them into a single omni-channel digital commerce agency operating under the Blue Wheel name. The merged business offers end-to-end e-commerce services (advertising, marketplace management, fulfillment, creative and customer service) and now manages over $1 billion in e-commerce revenue for its clients.

Barrington Media Group, a portfolio company of Fort Point Capital, has completed the acquisition of The SEO Department to bolster BMG's digital practice and expand its SEO capabilities. The deal serves as an add-on to BMG's platform and is intended to diversify service offerings and drive additional value for customers and employees.

Advance Local has acquired Search Optics, a provider of digital marketing services and advertising technology focused on the automotive industry. The acquisition expands Advance Local’s automotive vertical and aims to combine Search Optics’ capabilities with Advance’s ZeroSum unit to develop new products and reach new customers in the automotive market.

ChaseDesign, part of McCann/IPG, is integrating JGA (Jon Greenberg & Associates) to create an end-to-end, brand-forward, category-led environmental retail design firm. JGA — headquartered in Southfield, Michigan — will continue to operate with Ken Nisch remaining as chairman and joining the ChaseDesign leadership team.

Vala Marketing, a full-service digital marketing agency based in Elkhart, Indiana, has acquired Web Centre, a web design and digital marketing agency headquartered in Lapeer, Michigan. The deal, signed July 1, 2022, brings Web Centre's client base and staff into Vala to expand its service footprint across the Michiana and Central Michigan regions.

Crestview Partners has completed a majority investment in OneMagnify, a Detroit-based provider of data-driven marketing, analytics, and technology solutions. The investment will support OneMagnify’s growth, capability enhancement, and geographic expansion while CEO Mark Petroff and the existing management team remain in place.

Fusion92, a Chicago-based marketing innovation firm backed by Serata Capital Partners and Landon Capital Partners, has acquired DP+, Michigan's largest independently owned marketing agency, to expand capabilities in data, analytics, creative and media activation. DP+ founder Mark Petrosky will remain with the firm; terms were not disclosed and the combined organization brings the headcount to roughly 225–250+ employees.

Charter Growth Capital Fund (managed by principals of Charter Capital Partners) has acquired a minority stake in Lambert Global, the holding company for PR, investor relations and integrated marketing firm Lambert. The capital will be used to fund growth initiatives, recruit leaders across key talent hubs, and accelerate Lambert's M&A activity while founder Jeff Lambert and the leadership team retain majority ownership.

InSites Consulting has acquired Gongos, Inc., a U.S.-based customer-centricity consultancy and market research agency. The acquisition strengthens InSites' U.S. footprint and advances its buy-and-build strategy to become a global leader in consumer-centric insights and transformation.

Atlanta-based private equity firm Crown Capital Investments has acquired the JRT agency, a Farmington Hills, Michigan digital-first marketing agency, and its sister company CG Detroit, a branded graphics and production provider. The acquisitions expand Crown Capital's marketing solutions portfolio and are expected to create synergies with existing portfolio company H&W Solutions to enhance consumer engagement and fulfillment capabilities.

White Glove, a portfolio company of Rockbridge Growth Equity, has acquired Gainfully Inc., a compliance-enabled content marketing technology provider for enterprise insurance and financial services firms. The deal adds Gainfully's platform — which supports distribution of compliant content to more than 400,000 agents and advisors — to White Glove's done-for-you marketing services, expanding the company's enterprise marketing capabilities; Rockbridge provided strategic support and Copper Run Capital served as buy-side advisor.

Smart Source, a brand management BPO and technology provider, has acquired the majority of assets of Superior Business Solutions, a third-generation document management and print/promotional products provider based in Kalamazoo, Michigan. The deal expands Smart Source's Midwest footprint and provides Superior with access to Smart Source's technology, operations and M&A resources to accelerate growth and customer service capabilities.

CloudAccess, a Traverse City-based WordPress and Joomla hosting platform and portfolio company of Cloud Equity Group, has acquired Miller Media, a Michigan-based web development and digital marketing/SEO agency. The add-on expands CloudAccess’s professional services capabilities by integrating Miller Media’s web development and search marketing expertise to drive cross-selling and client value creation.

Detroit-based private equity firm Rockbridge Growth Equity announced an investment in White Glove, a seminar marketing, social media management and seminar-planning services provider for financial, insurance, legal and real estate professionals. The deal (closed October 1, 2019) will support White Glove's growth and expansion of service offerings across North America; White Glove is a 115+ person company that has delivered more than 10,000 seminars.

Grand Rapids-based Corporate Conversions, LLC has acquired Belmont, Michigan-based digital marketing firm SLB Networks, LLC. Founder Ryan Duba will partner with Corporate Conversions during the transition while Corporate Conversions expands service offerings and integrates SLB Networks’ small-business clients.

Merkle, a Dentsu Aegis Network company, has acquired HelloWorld, a Detroit-based digital marketing and loyalty solutions provider with approximately 370 employees. The acquisition adds HelloWorld's promotional and loyalty technology and services to Merkle's people-based marketing capabilities and will operate as "HelloWorld, a Merkle Company."