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The frank Agency
(01)Engagement
Overview
Strategic buyer acquires The frank Agency for growth.
Founded in 1981 by Frank Weyforth in Kansas, The frank Agency is a remote-first performance marketing agency specializing in paid search, SEO, social media, website design and development, and creative and branding, with deep concentration in healthcare and dental clients. What began as a direct-response shop running targeted direct-mail and retail programs for major commercial trucking and vehicle brands like Navistar, Freightliner, and Peterbilt evolved over four decades into a full-service digital agency built around measurable outcomes. Today, with the majority of revenue coming from healthcare and dental clients and a fully retainer-based model, the agency has established itself as a dependable, full-funnel marketing partner known for long-tenured client relationships and a scalable U.S. and Pakistan delivery model.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category Branding & Creative, Paid Media & Lead Generation, Performance Marketing, SEO, Social Media & Influencer, Under $10M, Web Design & Development
- Buyer Type Solo Entrepreneurs
- Deal Size Under $10M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is The frank Agency?
The frank Agency operates as a strategy-led, performance-driven partner that often serves as a client’s primary marketing resource rather than a project-by-project vendor. A senior U.S. leadership team sets strategy and department direction, while an experienced offshore team works U.S. hours to deliver paid media, SEO, and development work. The agency runs on a suite of proprietary tools, including frankPulse for workflow and profitability tracking, frankPPC Analyst for AI-supported paid media analysis, and SinglePage SEO for AI-enabled auditing and lead generation. These systems give the agency real-time visibility into tasks, margins, and reporting across every account.
(03)Founder's
Motive
The Why Behind The Sale
After more than 30 years building and leading The frank Agency, Owner Tony Ali felt it was the right time to begin transitioning ownership. His primary objective was finding the right successor who would preserve the agency’s culture, take care of its employees and clients, and position the business for long-term success. Tony also wanted to support his wife, Susan Ali, who works in the business and was ready to retire, making it important that the agency be left in capable hands and set up properly for its next chapter.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
Tony wanted a buyer who could step into the leadership roles he and Susan had built over decades without disrupting the team or client relationships that made the agency successful. He sought successors who shared the same values around client service, employee care, and long-term stewardship, and who brought complementary skill sets that mapped naturally onto the business’s existing structure, with one partner suited to strategic and business leadership and the other suited to client-facing and operational work.
(05)Setting the Stage
Preparing The frank Agency for Acquisition
To prepare The frank Agency for market, Merge positioned the business as a highly specialized, founder-independent performance marketing agency with deep vertical expertise in healthcare and dental. The business stood out for its fully retainer-based revenue model, accelerating year-over-year growth, and a proprietary technology stack that standardized workflow, pricing, and reporting. Department-head-led delivery across SEO, paid media, social, creative, and development meant the agency could run smoothly without daily owner involvement, a key selling point for a business built for a clean ownership transition.
(06)Attracting Suitors
Strategic Marketing of The frank Agency for Acquisition
Merge marketed The frank Agency as a rare opportunity to acquire a profitable, four-decade-old agency with predictable recurring revenue and a defensible niche in healthcare and dental marketing. Buyers were drawn to the agency’s low-risk billing model, since media is prepaid or billed directly by clients, keeping cash flow clean, as well as its scalable U.S. and Pakistan delivery structure and clear whitespace for growth in secondary verticals like financial services, education, and home services. The opportunity was especially compelling for buyers with marketing backgrounds looking to step directly into an established leadership structure rather than build one from scratch.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
The frank Agency was acquired by Edwin Vincent and Emily Vincent, who were looking to transition from corporate marketing leadership into entrepreneurship by acquiring an established agency with a strong reputation and stable client base. Their backgrounds aligned naturally with the roles Tony and Susan had built. Edwin was well positioned to step into Tony’s strategic and business leadership responsibilities, while Emily’s experience complemented Susan’s client-facing and operational role. Rather than starting an agency from scratch, Edwin and Emily saw the acquisition as a chance to build on an existing platform with a strong culture and loyal client base.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
The acquisition gave Edwin and Emily a turnkey leadership transition, stepping into roles that mirrored their existing marketing expertise rather than requiring them to learn the business from the ground up. For The frank Agency’s employees and clients, the handoff preserved the culture, delivery model, and long-standing relationships that Tony and Susan spent decades building, while positioning the agency for continued growth in healthcare and dental as well as expansion into secondary verticals.
(09)Finding a New Home
The Merge Difference
Merge guided Tony through a founder-first process centered on finding successors who could preserve everything he and Susan had built. By identifying buyers whose skill sets mapped directly onto the agency’s existing leadership structure, Merge helped create a seamless transition for the team and clients alike, allowing Tony to step back and Susan to retire with confidence that The frank Agency was in capable hands.
Newbridge Marketing Group
(01)Engagement
Overview
Strategic buyer acquires Newbridge Marketing Group for growth.
Founded in 2005, Newbridge Marketing Group is a leading experiential and college marketing agency specializing in helping brands engage Gen Z and young consumers through large-scale activations, student ambassador programs, and campus marketing initiatives. Originally founded as a collegiate marketing platform, the agency evolved into a nationally recognized experiential marketing partner serving Fortune 500 brands across consumer goods, food and beverage, technology, media, and lifestyle industries. With access to more than 2,000 college campuses and a network of over 10,000 student ambassadors and brand representatives, Newbridge built a highly differentiated platform that blends experiential execution, campus engagement, and data-driven marketing strategies at scale.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category Branding & Creative, Content Marketing, Creative Content Development, Marketing & Advertising, Media & Content Production, Social Media, Social Media & Influencer, Under $10M
- Buyer Type Strategic Acquirer
- Deal Size Under $10M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is Newbridge Marketing Group?
Newbridge operates as a full-service experiential and collegiate marketing platform, helping brands create immersive, high-impact campaigns designed to engage young consumers both digitally and in person. The agency’s services include pop-up activations, product sampling, trade show experiences, campus media campaigns, student ambassador and NIL programs, and nationwide brand ambassador staffing. By integrating experiential marketing with collegiate access and consumer insights, Newbridge developed a unique full-funnel approach that allows brands to engage students and young consumers throughout their college journey and beyond.
(03)Founder's
Motive
The Why Behind The Sale
After nearly two decades of building Newbridge into one of the most recognized experiential and collegiate marketing agencies in the country, the founders began exploring a strategic partnership to support the company’s next phase of growth. While the agency maintained strong momentum, blue-chip client relationships, and expanding national reach, the founders recognized an opportunity to partner with a larger platform that could accelerate growth initiatives, expand service offerings, and further strengthen Newbridge’s market position. Importantly, both founders remained excited about continuing to play active roles post-transaction, particularly in business development, strategic growth, and platform expansion.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
For Newbridge, the ideal buyer needed to deeply understand experiential marketing, campus engagement, and the evolving behaviors of Gen Z consumers. Preserving the agency’s culture, strategic relationships, and reputation for executional excellence was critical. The right acquisition partner would value Newbridge’s operational infrastructure, nationwide ambassador network, and deep collegiate relationships while bringing additional resources to scale technology, analytics, and national growth opportunities.
(05)Setting the Stage
Preparing Newbridge Marketing Group for Acquisition
To prepare Newbridge for market, Merge positioned the agency as a highly differentiated experiential and collegiate marketing platform with significant scale, strong client relationships, and a defensible market niche. Particular emphasis was placed on the agency’s direct access to more than 2,000 campuses, proprietary student engagement capabilities, Fortune 500 client base, and integrated experiential and college marketing model. The business stood out for its strong growth trajectory, national staffing infrastructure, long-standing brand relationships, and ability to execute complex multi-market activations at scale.
(06)Attracting Suitors
Strategic Marketing of Newbridge Marketing Group for Acquisition
Merge marketed Newbridge as a rare opportunity to acquire a scaled experiential and college marketing platform with deep expertise in Gen Z consumer engagement. Buyers were particularly attracted to the agency’s blue-chip client roster, nationwide campus access, proprietary student ambassador network, and ability to deliver measurable ROI across both physical and digital activations. Newbridge’s blend of experiential marketing, NIL campaigns, campus media, and ambassador staffing positioned the company as a highly strategic platform within the rapidly growing youth and experiential marketing sectors.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
Newbridge Marketing Group was acquired by Balius Partners, a strategic investment platform focused on supporting founder-led businesses with strong growth potential and differentiated market positions. The acquisition provided Newbridge with additional strategic resources, operational support, and long-term investment to continue expanding its experiential and collegiate marketing capabilities. By combining Balius Partners’ growth-oriented investment approach with Newbridge’s industry-leading experiential platform and campus engagement infrastructure, the partnership created a stronger foundation for future expansion and innovation.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
Following the acquisition, Newbridge gained additional support to continue scaling its experiential activations, collegiate partnerships, ambassador programs, and data-driven marketing capabilities. The partnership strengthened the agency’s ability to invest in proprietary technology, analytics infrastructure, and expanded service offerings while continuing to support national brands seeking authentic engagement with Gen Z audiences. Clients benefit from broader resources, deeper strategic support, and continued investment in execution quality, while the team gains additional opportunities for growth within a larger platform environment.
(09)Finding a New Home
The Merge Difference
Merge guided Newbridge through a founder-focused acquisition process centered on strategic alignment, operational continuity, and long-term scalability. Through thoughtful positioning, targeted buyer outreach, and hands-on transaction support, Merge helped connect Newbridge with Balius Partners a strategic partner aligned with the agency’s vision for future growth and innovation. The result is a strengthened experiential and collegiate marketing platform built to help leading brands connect with the next generation of consumers through authentic, scalable, and measurable engagement strategies.
Origin Agency
(01)Engagement
Overview
Strategic buyer acquires Origin Agency for growth.
Founded in 2007 in St. Louis, Origin Agency is a marketing agency specializing in retail and promotional marketing for beverage brands—particularly spirits, wine, and non-alcoholic alternatives. Origin was launched by founders Julie Wood, Michelle Thomas, and Lance Thomas after leaving large agencies to build a flatter, more efficient model. The agency offers campaign development, merchandising, branding and packaging, advertising, and in-house photography. With deep integration at major clients like Pernod Ricard USA, Gallo, Proximo Spirits, and Ritual Zero Proof, Origin is consistently ranked among their top agencies for creativity, account service, and adaptability.
(Details)
- Engagement Sell-Side Representation
- Type Full Sale
- Category Social Media, Social Media & Influencer, Media & Content Production, Marketing & Advertising, Market Research, Content Marketing, Branding & Creative, Under $10M, Female Founded, Creative Content Development
- Buyer Type Strategic Acquirer
- Deal Size Under $5M
- Services Valuation & Market Positioning, Buyer Targeting & Outreach, Offer & Negotiation Support, Due Diligence Management, Closing & Transition Support
(02)Inside The
Enterprise
Who Is Origin Agency?
Origin Agency is a full-service creative partner that helps beverage brands stand out across retail, digital, and experiential channels. Their expertise spans the entire consumer journey, including shopper marketing, seasonal retail audits, packaging design, and in-house photography. The team works hand-in-hand with clients to develop cohesive strategies that engage consumers both in-store and online. With a strong reputation for creative execution and operational efficiency, Origin has become an indispensable partner for tier-one beverage companies.
(03)Founder's
Motive
The Why Behind The Sale
The founders of Origin were seeking a partner to help scale the agency beyond its boutique structure. Their goals included reducing the operational and administrative burden on leadership, securing a succession plan that protected their employees and clients, and positioning the agency for growth into adjacent categories such as craft beer and non-alcoholic beverages. They also wanted to explore efficiencies through AI and new technologies while ensuring cultural alignment with any future buyer.
(04)Founder’s Vision
Criteria for the Perfect Acquisition Fit
The founders were looking for a buyer who could provide the infrastructure, resources, and leadership needed to expand Origin’s already strong foundation. The ideal fit was a partner who shared their passion for the beverage industry and could bring additional scale and operational expertise without disrupting the agency’s culture. Preserving creative autonomy, supporting employees, and strengthening client relationships were critical factors in the search.
(05)Setting the Stage
Preparing Origin Agency for Acquisition
To position Origin as an attractive acquisition target, Merge emphasized its recurring 75% retainer-based revenue model, long-standing partnerships with global beverage leaders, and strong profitability with $3.3M in revenue and $1.15M EBITDA at a 4.1x multiple. Merge also highlighted the agency’s reputation for creativity, its in-house capabilities like photography, and its industry-leading seasonal retail audits, which consistently generate both client retention and new business opportunities.
(06)Attracting Suitors
Strategic Marketing of Origin Agency for Acquisition
Merge positioned Origin as a high-performing creative agency with a niche focus on the beverage sector. By showcasing its strong relationships with leading spirits and wine brands and its proven ability to deliver award-winning campaigns, Merge attracted multiple interested parties. Buyers were particularly drawn to Origin’s scalable business model, recurring revenue streams, and highly integrated client relationships.
(07)Sealing the Deal
Perfect Matchmaking with the Ideal Buyer
The buyer was a group of entrepreneurs with agency, HR, and consulting backgrounds who shared a strong cultural alignment with Origin’s leadership. They saw the opportunity to take Origin to the next level by investing in infrastructure and leveraging the agency’s expertise and client base. The founders rolled equity and remain active in the business, ensuring continuity for employees and clients. The acquisition gave the buyer immediate access to deep expertise and relationships in the beverage sector while providing Origin with a platform for growth into non-alc, craft beer, and broader CPG.
(08)Unlocking Synergies
Positive Impacts Post-Transaction
Since the acquisition, Origin has been positioned to expand into new categories while continuing to serve its core beverage clients at the highest level. With the buyer’s operational support, the agency is exploring new efficiencies, including AI-driven processes, while broadening its footprint across CPG verticals. The founders’ continued involvement ensures consistency in client relationships and creative execution, while the buyer brings the infrastructure to fuel long-term growth.
(09)Finding a New Home
The Merge Difference
Merge played a critical role in identifying the right partner for Origin. Through thoughtful positioning, targeted outreach, and expert negotiation, Merge connected the founders with a culturally aligned buyer who shared their vision for growth. By balancing the agency’s need for scale with its commitment to creativity and culture, Merge secured a transaction that empowers Origin to thrive in its next chapter.