Gini Dietrich

Arment Dietrich Creates Partnership with Thornley Fallis

By: Gini Dietrich | May 22, 2012 | 

You know how you plan and plan and plan for something so things fall into place one big event at a time and then it never goes that way?

Kind of like when you get married and suddenly you’re also moving to a new city, buying a new house, and starting a new job. Lots of changes at once that, if handled separately, aren’t so overwhelming.

Well, it turns out nothing ever goes according to plan.

We were supposed to launch Spin Sucks Pro last year (still in private beta), then Marketing in the Round was to come out, then my speaking was to pick up so our business development increased substantially, and then we’d create a partnership to give us international capabilities.

Well, it turns out all of that is destined to happen at once instead over a two year period, as planned.

The partnership to give us international capabilities? It’s happening now!

We have created a partnership with Thornley Fallis in order to expand our reach to Canada and the U.K., as well as give us the resources to do video and design and development.

Most of you know I’ve been working on Inside PR with Martin Waxman and Joe Thornley for a couple of years now. Martin officially joined Thornley Fallis in October and then Joe and I began talking about what it would look like if we also worked together. Bringing the team together in more ways than one.

For the past five years, I’ve been growing Arment Dietrich in a direction that stays ahead of trends for clients, helps them understand how to incorporate technology in order to stay competitive, and allows us to compete with the global firms. Because of my vision of how the web can help companies grow, being able to design and develop web properties is as important as the content creation, but we’ve always outsourced that piece of it.

And, in order to compete with the global firms (I mean really compete), we have to have “feet on the ground.” While we have a strong North American presence with clients in 14 states and Canada, going across the pond has been difficult for us, no matter how many friends we have around the globe. Some agencies work within an existing network in order to provide international capabilities, but I’ve never been one to do things the way everyone else does them.

Now we have the resources to create complete marketing communication programs internally, as well as do business internationally.

As well, the book, my speaking schedule, and work with clients has me out of the office a lot. For the past five months, my team has been exceptionally patient in working independently, but in order to be a good leader, I have to find them daily coaching and mentorship. Thornley Fallis provides a team from which they can learn from and brainstorm with, but also teach and work on their own leadership skills.

While I’m willing to take risk, I’m doing so in a calculated way with this partnership. We already know Joe, Martin, and I work really well together. But I want to be sure our cultures mesh, that we have the same vision for working with clients, and that our teams like one another. If all goes well, we’ll create a formal merger at the beginning of 2013.

Our clients will still work with us. Their clients will still work with them. Where we’ll integrate is on business we pitch and win together unless, of course, current clients need help in the areas where one of our teams is stronger.

I’m pretty excited about the possibilities so it’ll be fun to work hard with both of our teams and see what happens!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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198 responses to “Arment Dietrich Creates Partnership with Thornley Fallis”

  1. This. Is. Mad. Exciting.

  2. KenMueller says:

    Congrats on this, to all of you!

  3. This is awesome! Congrats!

  4. TroyClaus says:

    Congrats!! Thats fantastic news. Great minds coming together to do great things always gets me jacked 🙂
    All the best (which is what you all deserve)

  5. markwschaefer says:

    Way to go Gini!

  6. katskrieger says:

    Congrats! Amazing news for you! 🙂

  7. KDillabough says:

    HUGE congrats on all your accomplishments. Cheers! Kaarina

  8. Video and design and development… consider me intrigued. 🙂 You’ll have to fill me in as to what you’re up to during our next shoot.

  9. Video and design and development… consider me intrigued. 🙂 You’ll have to fill me in as to what you’re up to during our next shoot.
    –Tony Gnau

  10. BobReed says:

    Congrats, Gini!  Looks all is going to plan for world domination.

  11. Congrats pal. Excited for you.

  12. DonnaPapacosta says:

    Congratulations! Sounds like a great partnership.

  13. jennimacdonald says:

    Congrats Gini, this is very exciting. Really looking forward to following you through this merger and seeing you grow!

  14. Hearty congratulations, Gin Blossom. What incredible news.

  15. BestRoofer says:

    Congratulations Gini!  You rock!  Keep making things happen and you will be rewarded.  So happy for you.

  16. Griddy says:

    Congratulations Gin Gin! Amazing news and soooo happy for you :)! Way to make things happen. It looks like you’re gonna’ be even busier than you are already – if that’s even possible lol.
    A big fat clunky cheers to your continued success hun. Bravo on your great back to back accomplishments. 

  17. Way to go ginidietrich … Very happy for you and AD!

  18. lulugrimm says:

    This is awesome @ginidietrich !  Growth in all capacities is a truly wonderful thing. The learning curve is so much more interesting when we evolve. Can’t wait to see what you accomplish next.

  19. The unstoppable @ginidietrich and team. No such thing as borders for you guys, you just Spin Round. Congrats. 

  20. lesmckeown says:

    Hey,Congrats, Gini – well done!

  21. rustyspeidel says:

    Global domination. On schedule. 

  22. paigeworthy says:

    Wow, sounds like a win-win! Congratulations @ginidietrich and the whole spinsucks team!

  23. NancyMyrland says:

    Congratulations special ginidietrich !! I understand your desire to team with others who fill in the parts you don’t do.  I experience the same, and love seeing that you have found a way to do that. It is an ongoing goal to find the right people to do the design and build of the strategy that comes out of our heads, and it looks like you’ve found it…way to go!!! xoxo

    • ginidietrich says:

       @NancyMyrland It’s always hard to find people you like and trust. Add to that a desire to want to work together and it’s nearly impossible. So I’m grateful to be working with Joe, Martin and the rest of their team!

  24. skooloflife says:

    Congrats. Sounds like I need to interview you again for blogcastfm  :). 

  25. debdobson62 says:

    CONGRATULATIONS GINI!!!  Yep, yep, I’m shouting.  Great news!!! 

  26. martinwaxman says:

    Exciting times, that’s for sure.  I’m really happy about this and especially getting to work with people I know, trust, admire and like! 

  27. rachaelseda says:

    Wow this is so exciting!! Congrats to all of you. I’ll be rooting for you all and wish you the best of luck!

  28. Ari Herzog says:

    From the U.S. to Canada, is Mexico next for North American domination?

  29. jackielamp says:

    Congrats! Awesome news! I miss you, by the way. Drinks and shoe shopping soon???

  30. alexandrapkirsch says:

    Mazel tov, Gini and team! 

  31. rjmetras says:

    Congrats to both firms. I happily reccomend Thornley Fallis and look forward to the awesome Gini speaking in Toronto at  Third Tuesday Toronto. Listen to the podcast, mentioned it to Joe last week he says it probably wasn’t he or Martin but you were the draw.

  32. KellyeCrane says:

    Love that you always share with us the bumps along the way — congrats on this new chapter!

  33. What an exciting time in your life @ginidietrich I am so happy for you.  You deserve every good thing that comes your way.  Make sure (and this is the Mom in me speaking…I can’t help it ;-)) that you take time for yourself…take care of yourself…listen to your instincts…if you do this, the rest will fall into place. 

    • ginidietrich says:

       @SocialMediaDDS I’ve learned it’s critical to obey my gut (instincts). And I need to take some time to come see your new space. Heidi says it’s gorgeous!

  34. Hugely exciting — and in the wake of your book launch, no less! Congrats on a feat well-earned and most deserved. Here’s to many years of fruitful business through this new partnership. Oh, and hedgehogs, too. Gotta have the hedgehogs.

  35. TheJackB says:

    Sounds great. Good luck with it.

  36. John_Trader1 says:

    That’s wonderful news for you and the Thornley Fallis team, best wishes for a successful partnership! As someone who works for a multi-national company and frequently deals with international clients, partners and customers I can’t tell you how exciting, rewarding and challenging it is. Welcome to Arment Dietrich 2.0.

  37. ElissaFreeman says:

    Woohoo!  Mazel tov! Congrats!

  38. jenzings says:

    Congratulations and best wishes as you move forward with this endeavour. British/Canadian spelling included so you get used to it quickly. 🙂

  39. fantastic! great! congrats!!!!!

  40. dbreakenridge says:

    Congratulations! This is very exciting news. Best of luck to you!

  41. Wow. Nice work. The uk will love you.

  42. Nikki Little says:

    Seems like a very wise and strategic move. Congrats!

  43. mdbarber says:

    Congratulations all around on this move. I hope it works out well for everyone!

  44. patrickreyes says:

    Congrats @ginidietrich !  Super excited for you!

  45. workmommywork says:

    Congrats @ginidietrich ! As a fellow agency owner working to expand her business, it’s exciting to see someone who is blazing the path. I agree that the ability to develop web content is key (that’s where we’re headed as well, although on a much smaller scale), so I’ll be looking forward to seeing how that impacts your business.

    • ginidietrich says:

       @workmommywork I’ll tell you the money part of it scares me. It’s hard to create projections with another team involved. So I’ll be sure to let you know what works and what doesn’t work.

      • workmommywork says:

         @ginidietrich  I would love that! I think managing growth is the biggest challenge I face as a business owner and the issue of financing growth while balancing cash flow can be very dicey! Good luck.

  46. hackmanj says:

    Gini you are like the energizer business owner. You pour your heart and soul into what you do and it opens doors. I am excited about this opportunity for you as it will allow you to scale and grow for years to come. Congratulations!

  47. allenmireles says:

     @ginidietrich Well done!

  48. KensViews says:

    Couldn’t be happier for All Y’all!  I know that this alliance will be fruitful, and that all will benefit. Look out, big agencies, here they come! (I know I’m disappointing @ginidietrich  by not being snarky/funny, and @martinwaxman for not using his hip-hop DJ name, but this is a historic day!

  49. MSchechter says:

    So friggin happy for you guys.

  50. sydcon_mktg says:

    Congrats & Best of luck! 🙂

  51. EdenSpodek says:

    Congrats and looking forward to seeing what’s next from this new collaboration!

  52. JefferyBialek says:

    Congratulations – very exciting!

  53. Ever since you met me, Gini, things have been on the up and up for you. Coincidence? Nope. But you always knew my superpowers were the real deal so this should come as no surprise to you. Congrats on your expansion and best wishes for the many more “super” successes yet to come!

  54. seanmalarkey says:

    Congrats Gini – stoked for you!

  55. DonovanGroupInc says:

    Awesome news – couldn’t have happened to a better group of folks. Break leg BFF, Joe, Martin and teams.

  56. DonovanGroupInc says:

    Awesome news – couldn’t have happened to a better group of folks. Break leg BFF, Joe, Martin and teams.

  57. KevinVandever says:

    I don’t know what the big deal is, but OK, Congratulations! 

  58. […] may have already seen the announcement on the TFC website, Gini's blog and Joe's blog that Arment Dietrich is partnering with TFC to serve clients in the US, […]

  59. jonbuscall says:

    Go @ginidietrich @martinwaxman and Joe !!!! You guys rock :=) I am so happy for you. Hope you don’t get too busy to keep InsidePR going :=) Love it.

  60. HowieSPM says:

    But no presence in Tunisia or French Guyana yet.
    Wait @martinwaxman is part of this deal? Ok then I am confident French Guyana will be locked up sooner than later. But you might now have Thailand at risk of fleeing to another vendor.
    Mazel Tov. Tov Mazel.
    Here is up to it
    Here is down to it
    Here is all around to it.
    For those of us that don’t do it
    Should be led to it
    Tied to it
    and made to do it.
    For those us that do, do it
    Hell we are used to it.
    Cheers and Good Luck!

  61. mikeedgell says:

    Hey Gini – we’re looking forward to working with you here at Thornley Fallis.  When I started the video content practice with Joe in 2009 we wanted to find partnerships like this, and it’s great to see it coming together.  Poutine anyone?
    Mike Edgell 

  62. lauraclick says:

    Look at you grow! 🙂 So excited for you and what lies ahead, Gini! I expect nothing but great things ahead for you and your companies. Can’t wait to hear more about it!

  63. rdopping says:

    The sweet tone of sucess and opportunity. Good for you guys! That’s all I’ve got. Hope it’s enough.

  64. lindawcohen says:

    Congratulations @ginidietrich @martinwaxman! Nothing ventured. Nothing gained. Here’s to wishing you and your firms great success in partnering!

  65. Lori says:

    Congratulations Gini! How exciting!

  66. Shonali says:

    Whoa Nelly – I cannot I believe I missed this yesterday! Congratulations!!!

    • ginidietrich says:

       @Shonali OMG! You mean you have a FT job that requires a commute and you missed this?? The shame.

    • KensViews says:

       @Shonali The 1940s called, and they want their expression back.  OH, now I get it , it that was a homage to the decade of @ginidietrich  ‘s birth.  Brilliant!  (Gini, clearly your one-day hall pass has expired.  The toughest 24 hours of my life!)

      • HowieSPM says:

         @KensViews  @Shonali  @ginidietrich I heard Gini almost bought MLS but realized soccer was not her strong point. It if was the Major Cycling League she would of closed the deal

  67. bdorman264 says:

    All world, how exciting…………strike while the iron is hot and all the fruits of your labor are finally coming to be. Congratulations and best of luck; when do we start saying ‘we knew you when?’

  68. JodiEchakowitz says:

    Congrats Gini! It’s a great partnership with a great team.

  69. EricaAllison says:

    Congrats to you, Gini! Sounds like the right next step for you and AD. Way. To. Go.!!!! 

  70. Tinu says:

    Congratulations! Sounds like a win for everyone.

  71. […] well, he is the fearless leader at Thornley Fallis, our Canadian strategic partner in global […]

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