Michigan Advertising Aagencies Form Alliance

Six independent advertising agencies in West Michigan are forming a new alliance to attract more clients to the area. Gravity Six Alliance is the coalition’s name and its member firms are: Fairly Painless Advertising, Grey Matter Group, PalazzoloDesign, Auxiliary Advertising & Design, Extra Credit Projects, and Hanon McKendry/The Brand Consultants.

“Agency alliances and networks are nothing new,” said Peter Bell, co-owner and creative director of Fairly Painless Advertising. “A network formed by competing shops all in the same region is pretty unusual. We’re basically throwing our whole town at a marketing problem or opportunity.”

Gravity Six partners will all remain independent and competitive, but they see several advantages to the formation of this new alliance. Not only will it help attract more regional and national clients, but it will help the member firms to better serve their existing business as well.

Bob Blanchard, currently the CEO of Hanon McKendry and acting CGO (Chief Gravity Officer) for Gravity Six explained: “This alliance allows each member firm to be able to push into existing markets and categories by being more capable to grow share and services without needing additional investment or overhead. Beyond being able to expand service offerings and capacity on an ‘as needed basis,’ Gravity Six also provides each firm with a trusted referral network for conflicts and unique specialties.”

Summarizing, Bill McKendry, co-founder of Hanon McKendry said: “The key here is that we’re looking to grow the pie and not just looking to grow our own, individual slices. We’re all strong believers in the talent and Midwest sensibilities that are already here; our goal is to bring more attention and business to the West Michigan marketplace.”

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