Two Richmond-based advertising agencies are joining forces, as ndp has agreed in principle to acquire Free Agents Marketing (FAM) later this fall, creating a firm with an expanded regional portfolio and footprint with offices in Roanoke, Hampton Roads, and Chattanooga, Tenn.

A release we received stated the following:

“Combining two of Richmond’s biggest names in advertising and marketing is a ‘win-win’ in both talent and expertise while providing the additional resources to fuel our growth,” says Daniel Fell, president and CEO of ndp. “Clients today want agencies that can make a difference by bringing creative ideas that inspire from an integrated approach at which both agencies excel. Clients of the combined companies will enjoy having a larger team of professionals and the award-winning capabilities and resources they need to ignite their marketing and advertising programs.”

As examples, Fell cited FAM’s multi-faceted work in financial services, hospitality, retail, healthcare, and real estate development for clients such as Guest Services, The Royal Group, UC Health, Boost Promotional Branding, CapCenter, Norfolk’s Waterside District, The Port of Virginia, and LifeNet Health.

FAM principal Ken Wayland will join ndp as an executive vice president. He was recognized by the Richmond Ad Club in 2014 as Ad Person of the Year, an honor ndp principals Roger Neathawk and Susan Dubuque received in 2016.

And the similarities don’t end there. Both Wayland and Fell say there is a synergy among the respective firms as their emphasis is taking pride in providing relevant, results oriented, creatively driven work, dedicated account service and account planning; and media strategy, planning, and placement.

“The partnership provides our clients with a deeper bench of smart, talented people, all part of our goal to continue to attract growing brands with national aspirations. FAM is a successful agency with a diverse client base that nicely complements our own growth and integrated capabilities,” said Fell.

The combined staff in Richmond will move to ndp’s new location in the Scott’s Addition section of the city by the end of the year.

According to Richmond BizSense, the deal “will create a combined company rivaled in size locally only by the Martin Agency.”




Leave a Reply

Your email address will not be published.