Creative Content Development

Nomadic operates as a specialized creative agency focused on delivering innovative strategies and compelling assets tailored for modern digital platforms. The agency has built a strong reputation in industries such as attractions, hospitality, video games, and better-for-you consumer packaged goods. By collaborating closely with experienced marketing leaders from renowned organizations, Nomadic ensures its creative solutions drive brand awareness and tangible business results. With numerous accolades, including recognition from the North American Effies, Digiday Awards, and Content Marketing Awards, Nomadic has consistently demonstrated excellence in the creative advertising space.

Nomadic was part of The Harkey Group, a portfolio of five agencies under its holding company. As the group looked to focus more strategically on its other agencies, they decided it was time to find the right buyer for Nomadic. The leadership team believed Nomadic was an exceptional business with tremendous growth potential, but recognized that a new owner with fresh resources and expertise could take it to even greater heights. The decision to sell was driven by a desire to ensure Nomadic had the leadership and investment needed to scale effectively while allowing The Harkey Group to optimize its portfolio strategy.

The Harkey Group sought a buyer that could provide Nomadic with the strategic backing necessary to fuel its next stage of growth. They wanted a partner with experience in scaling creative and digital-first agencies, financial resources to invest in talent, technology, and expanded service offerings, and alignment with Nomadic’s client-first culture and commitment to creative excellence. It was also important that the new leadership could integrate seamlessly with Nomadic’s existing staff and processes.

To ensure a smooth transaction, Merge worked to highlight Nomadic’s strengths, including its enterprise client base, recurring revenue streams, and award-winning creative work. The agency’s leadership team, led by President Dawn Bates, was actively involved in the preparation process, ensuring that all financials, operational processes, and client relationships were in optimal shape for transition. By demonstrating consistent financial performance with a 19% growth rate from 2021 to 2023 and an average profit margin of 22%, Nomadic positioned itself as a highly attractive acquisition target.

Merge strategically positioned Nomadic to appeal to buyers looking for a strong entry point into the digital marketing sector. The agency’s specialization in content marketing, social advertising, and brand strategy made it an ideal target for firms seeking to expand their digital capabilities. Merge identified Bridgeside Capital as a highly aligned buyer, given its interest in acquiring a platform agency in the digital marketing space.

Bridgeside Capital, a private equity firm with a history of investments across various sectors, had been actively seeking to enter the digital marketing industry. Nomadic stood out due to its seasoned leadership team, marquee client base, and proven expertise in creative strategy. A key factor in the deal’s success was the commitment of Nomadic’s president to remain involved post-acquisition, ensuring continuity and growth. Bridgeside Capital recognized Nomadic’s ability to serve as a foundational platform for further expansion in the sector, making it the perfect fit for their investment goals.

With Bridgeside Capital’s backing, Nomadic is now well-positioned to scale its operations and expand its service offerings. The acquisition provides additional resources for talent acquisition, technology investment, and market expansion. Nomadic’s leadership team remains intact, ensuring a seamless transition and continued excellence in client service. The agency’s strong workplace culture and history of delivering high-impact creative solutions will be further strengthened under its new ownership, enabling continued success in the evolving digital marketing landscape.

Merge played a crucial role in facilitating the acquisition of Nomadic, ensuring that both the seller and buyer found the right strategic fit. By understanding The Harkey Group’s goals and Bridgeside Capital’s vision, Merge was able to align the two parties seamlessly. Through expert positioning, targeted outreach, and meticulous deal structuring, Merge helped secure a successful transaction that allows Nomadic to thrive under new ownership while ensuring The Harkey Group achieves its portfolio optimization objectives. This transaction underscores Merge’s expertise in matching high-potential agencies with the right buyers to create lasting value for all stakeholders.

TrendyMinds is a full-service marketing agency dedicated to creating meaningful connections and experiences. With a passion for storytelling and a commitment to data-driven strategies, the agency specializes in healthcare, life sciences, and technology sectors. They offer a comprehensive suite of services, including brand strategy, marketing, digital solutions, and content creation. TrendyMinds prides itself on its interdisciplinary team of experts who strive to drive impactful results for clients such as Salesforce, IU Health, and Lilly, blending creativity with strategic insight to deliver exceptional marketing solutions.

TrendyMinds embarked on an ambitious search for an acquisition that would significantly expand their strategic capabilities while aligning with their unwavering commitment to cultivating an exceptional team culture and upholding core values. They sought a partner with a distinguished history of financial stability and performance, along with a forward-thinking approach that complemented TrendyMinds’ vision. The ideal acquisition would not only integrate seamlessly into the TrendyMinds ecosystem, but also enhance their innovation and drive transformative growth across their service offerings.

TrendyMinds was in a distinctive position, with founder Trevor Yager having recently sold his agency through Merge. Now strategically aligned with the financial support of the buyer, TrendyMinds was actively seeking to acquire a new business to expand the agency. Their goal was to include a variety of services to create upsell and cross-sell opportunities, diversify their client base, and reach new audiences. They specifically sought a full-service firm with expertise in both traditional and digital media, including PR strategy.

To effectively prepare Trevor and TrendyMinds for their upcoming acquisition, we began by meticulously exploring and defining their search criteria. This involved a comprehensive analysis of their ideal acquisition in terms of size, location, service offerings, and client base. We delved into their funding mechanisms to ensure financial alignment and sustainability. Equally important was understanding the type of founder they sought—whether they preferred someone who would remain involved post-acquisition or a founder ready to exit. This detailed preparation was crucial to tailor our search and ensure we identified the most suitable business opportunities, and that would seamlessly integrate into TrendyMinds’ strategic vision and long-term goals.

The search for TrendyMinds’ ideal acquisition culminated with the discovery of Faktory. Based in Utah, Faktory is a full-service agency renowned for its expertise in both traditional and digital media, and its impressive work across various industries. Acquiring Faktory significantly enhances TrendyMinds’ strategic capabilities by expanding their public relations and media services. Faktory’s established roster of enterprise clients in healthcare, finance, and energy broadened TrendyMinds’ client base. Furthermore, Faktory introduces a wealth of new services and innovative perspectives, driving TrendyMinds’ growth and fortifying its talented team.

Post-acquisition, the partnership between TrendyMinds and Faktory has proven highly successful. Faktory’s CEO and co-founder, Bryant Marcum, now serves as Chief Strategy Officer at TrendyMinds, facilitating a seamless transition and boosting growth strategies for enterprise clients. The alignment of both agencies’ cultures, values, and client service underscores their commitment to excellence. Faktory’s national acclaim in traditional and digital media, PR strategy, and data research complements TrendyMinds’ expertise in healthcare, life sciences, and technology. This collaboration creates a robust, data-driven marketing entity with enhanced resources and limitless possibilities, broadening their capabilities and solidifying their position as a leading force in the marketing industry.

Merge played a crucial role in the acquisition pairing of TrendyMinds and Faktory by leveraging their expertise to facilitate the transaction. Merge provided strategic guidance and support throughout the acquisition process, ensuring a smooth and efficient execution. Their understanding of both agencies’ strengths and goals helped identify the perfect match, aligning their shared values and complementary services. By orchestrating this partnership, Merge enabled TrendyMinds to expand its capabilities and client base, while giving Faktory the opportunity to integrate its expertise and resources into a larger, dynamic marketing entity.