The Anderson Group ✳︎

The Anderson Group operates as an outsourced marketing department for its clients, delivering a comprehensive suite of services that range from brand strategy and content creation to digital and traditional marketing execution. With a strong foothold in B2B industries, TAG’s approach is deeply rooted in understanding client business needs and providing customized solutions that align with their strategic goals. The agency’s long-standing relationships with clients, many of whom have been with TAG for decades, reflect the trust and value it consistently delivers.

After successfully operating for over 30 years, The Anderson Group sought a transition that would provide long-term stability for its employees and clients while allowing its leadership to step back from the day-to-day operations. The agency had reached a pivotal moment where additional resources and expanded capabilities were necessary to continue scaling. Rather than pursuing independent growth, the owners saw an opportunity to integrate with a like-minded firm that could offer infrastructure, support, and growth opportunities for the team. Beyond financial considerations, TAG prioritized finding a buyer that aligned with its company culture—one that valued creativity, integrity, and strong client relationships.

The Anderson Group’s leadership was focused on ensuring that the agency’s legacy, high standards of service, and collaborative team environment remained intact. The ideal buyer needed to share TAG’s commitment to a people-first, client-centric culture while providing additional resources to enhance operational efficiency and service capabilities. A strategic partner that could seamlessly integrate TAG’s experienced team and client relationships into its broader organization was key to a successful transition.

To prepare for acquisition, Merge emphasized TAG’s stability, experienced team, and strong financial performance. Each team member had been with the agency for six or more years, demonstrating loyalty and institutional knowledge. TAG’s leadership structured the agency for a smooth transition by ensuring clear operational processes, client relationship management strategies, and a track record of delivering high-quality marketing solutions. With recurring revenue making up 40% of income and project-based work accounting for 60%, TAG was positioned as a sustainable and scalable business.

Merge positioned TAG as a well-established marketing agency with a strong B2B client base and a talented, long-tenured team. The agency’s proven success in strategic marketing and communications made it an attractive acquisition target for firms looking to expand their service offerings. Merge’s targeted outreach focused on connecting TAG with potential buyers that valued strategic growth and shared its commitment to high-quality execution and client relationships.

Honestly, a rapidly growing marketing firm, was actively seeking to expand its service offerings and enhance its ability to serve larger, high-profile clients. TAG’s well-established reputation, experienced team, and complementary service offerings made it an ideal fit for Honestly’s growth strategy. Honestly recognized the value of TAG’s stability and institutional knowledge, ensuring a seamless transition while accelerating its own expansion. The cultural and strategic alignment between the two firms created the foundation for a successful acquisition.

With Honestly’s backing, The Anderson Group is now poised for long-term growth and operational efficiency. The acquisition has allowed Honestly to integrate a highly skilled team and expand its client base while maintaining the high-quality service TAG is known for. The combined expertise of both firms has resulted in enhanced capabilities, stronger client offerings, and a seamless transition for employees and customers alike. By leveraging Honestly’s resources, TAG is well-positioned to continue its success in the evolving marketing landscape.

Merge played a critical role in aligning The Anderson Group with the right strategic buyer. Through expert positioning, targeted outreach, and meticulous deal structuring, Merge ensured that TAG’s leadership, employees, and clients found a seamless transition into a growth-focused organization. By facilitating a well-matched acquisition, Merge helped ensure that TAG’s legacy remains intact while enabling both the seller and buyer to achieve their long-term goals. The successful transaction highlights Merge’s ability to connect established agencies with buyers who can enhance their growth and stability, ensuring a win-win outcome for all stakeholders.