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. Join the Spin Sucks   community!

  • This. Is. Mad. Exciting.

    •  @jasonkonopinski Thanks! It’ll be fun to see where it goes. And now it’s public so I can’t screw it up!

      •  @ginidietrich Now you just need to hire me and the plan will be complete. #worlddominationbeginsathome

        •  @jasonkonopinski LOL! We have a mid-level hire planned for later this year, but this may screw up that planning a little bit.

        •  @jasonkonopinski Me too! We can be Pinky and the Brain:)))

        •  @KDillabough “Yes, Brain, but if our knees bent the other way, how would we ride a bicycle? NARF. ” @ginidietrich 

  • Congrats on this, to all of you!

  • This is awesome! Congrats!

  • TroyClaus

    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)

    •  @TroyClaus Thanks Troy! You know I love my Canadians.

      • TroyClaus

         @ginidietrich I do…eh 🙂

      •  @ginidietrich Does this mean I can now come work for you Gini? 🙂

        •  @KDillabough I think you’d work for Thornley Fallis…at least until the first of the year.

        •  @ginidietrich :))))

  • markwschaefer

    Way to go Gini!

  • Congrats! Amazing news for you! 🙂

    •  @katskrieger Thank yoooou! I think I’ll celebrate with some chocolate.

      •  @ginidietrich Absolutely! If you’re at home, scoop up some Vosges with bacon…to die for!

  • HUGE congrats on all your accomplishments. Cheers! Kaarina

    •  @KDillabough Thanks! Now I need a week writing escape. 

      •  @ginidietrich I’ll find you a retreat:)

  • 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.

    •  @T60Productions I will…I figured you’d find this interesting!

      • @ginidietrich
        FYI… watching the MITR raw video load into the computer right now.  Should have something for you to watch tomorrow morning!
        –Tony Gnau

  • 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

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

  • Congrats pal. Excited for you.

  • DonnaPapacosta

    Congratulations! Sounds like a great partnership.

    •  @DonnaPapacosta Thanks! You well know how much fun those boys are to work with!

  • jennimacdonald

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

    •  @jennimacdonald Ahhhh. You’re going to make me cry. Thank you!

  • Hearty congratulations, Gin Blossom. What incredible news.

    •  @Soulati | B2B Social Media Marketing Thanks sistah twin!

  • BestRoofer

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

  • 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. 

    •  @Griddy Actually, this gives me a reprieve…more people to do some of the things I’m doing, especially on business development. So hopefully I clear a few hours off my plate, which we all know I’ll quickly fill. 

      •  @ginidietrich LUV!

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

  • lulugrimm

    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.

    •  @lulugrimm Hopefully the next thing is getting this darn Spin Sucks Pro launched already!

      •  @ginidietrich  @lulugrimm but still no mall wide discount if I float Gini’s name?

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

    •  @annelizhannan HAHAHAHA! I wish I’d thought of that for the blog post. Brilliant!

  • lesmckeown

    Hey,Congrats, Gini – well done!

    •  @lesmckeown Hey thanks, Les!

    •  @lesmckeown even better. She is using old Soviet Rubles in the transaction.

  • rustyspeidel

    Global domination. On schedule. 

    •  @rustyspeidel Getting there…step by step.


  • Congrats!!

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

  • 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

    •  @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!

  • skooloflife

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

    •  @skooloflife  It has been more than a year…

  • debdobson62

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

    •  @debdobson62 THANK YOU!!!! (I’ll shout back)

  • 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! 

    •  @martinwaxman Well, you know how much I like and trust you. BTW, you have to look and see what Scott Farrell wrote on my FB update. It’s pretty funny!

      •  @ginidietrich Likewise and ‘like’…

        •  @martinwaxman  @ginidietrich “Mikey, your father worked with Hyman Roth, But he never trusted Hyman Roth” (For all you lovers of the 2nd greatest movie of all time)

    •  @martinwaxman does @ginidietrich have a trustworthy face?

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

    •  @rachaelseda I was going to say something snarky, but then decided I should just say thank you. So thank you.

      •  @ginidietrich  @rachaelseda uhm really the brains behind this move is Jack Bauer who is going to stage a coup soon relegating Gini to just figured head.

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

    •  @Ari Herzog Ha! I think we’ll go across the pond first. 

  • jackielamp

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

    •  @jackielamp OMG! Yes! As soon as this book tour is over.

  • alexandrapkirsch

    Mazel tov, Gini and team! 

    •  @alexandrapkirsch Merci! I owe you an email. Working on it.

      • alexandrapkirsch

         @ginidietrich Take your time, m’dear! 

  • rjmetras

    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.

    •  @rjmetras Ha! Joe is funny. I’m looking forward to it!

  • KellyeCrane

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

    •  @KellyeCrane The bumps have been plentiful the past three years. Glad you don’t mind the rollercoaster ride!

  • 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. 

    •  @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!

  • 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.

    •  @RedheadWriting And monkeys! That drink lattes.

  • Sounds great. Good luck with it.

  • John_Trader1

    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.

    •  @John_Trader1 I may be asking you for advice on teamwork and collaboration with people in multiple international locations!

      • John_Trader1

         @ginidietrich Anytime you need me, I am here for you! God knows you have been there for my professional development too many times to count.

  • ElissaFreeman

    Woohoo!  Mazel tov! Congrats!

  • jenzings

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

    •  @jenzings LOL!! Now I need to learn how to say “about” differently.

  • fantastic! great! congrats!!!!!

  • dbreakenridge

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

    •  @dbreakenridge Thanks! We’ll raise a glass together next month!

      • dbreakenridge

         @ginidietrich Yes, and looking forward to it!

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

  • Seems like a very wise and strategic move. Congrats!

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

  • patrickreyes

    Congrats @ginidietrich !  Super excited for you!

    •  @patrickreyes Do I know you?

      •  @ginidietrich ever since you changed to being a NY Giants fan life has been good huh? Hint Hint @patrickreyes 

  • workmommywork

    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.

    •  @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

         @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.

        •  @workmommywork It’s VERY dicey! If you ever need to chat about it, let me know!

  • 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!

    •  @hackmanj Ha! It definitely provides the opportunity to scale beyond me, which you know is something I’ve been working hard to do for a few years.

      •  @ginidietrich ever since @hackmanj had you on his podcast you finally broke out as an international star.

        •  @HowieSPM  @ginidietrich haha!

      •  @ginidietrich  @hackmanj As someone who’s looking for ways to grow and scale a business beyond, I’m always interested to see how others do it. I look forward to hearing how the partnership progresses!

  •  @ginidietrich Well done!

  • 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!

    •  @KensViews  @martinwaxman Wait. What’s Martin’s DJ name??

      •  @ginidietrich  @martinwaxman  M has authorized me to share it with a very small circle of people.  Let me see if your name’s on the list.  Hmmm, Dietrich, Dietrich….No. Sorry. Please move away from the velvet rope.

        •  @KensViews  @martinwaxman That’s fine. I’ll just ask him and then taunt you with the fact that I know.

        •  @ginidietrich ,  @martinwaxman  knows that Ken Jacobs giveth hip-hop DJ names, and Ken Jacobs can taketh them away!

        •  @KensViews  @ginidietrich But I give my permission!!

        •  @martinwaxman  @ginidietrich Once I remember what it is, you’ll be the first to know!

  • MSchechter

    So friggin happy for you guys.

    •  @MSchechter Thanks Shrek!

      •  @ginidietrich I think @MSchechter typed that from his pogo stick

  • Congrats & Best of luck! 🙂

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

  • JefferyBialek

    Congratulations – very exciting!

  • 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!

    •  @SociallyGenius I KNEW there was something going on. Couldn’t place my finger on it. But now it makes TOTAL sense! I’m so happy I met you!

      • @ginidietrich Yup, you spent 5 yrs busting your hump and I helped you do this in 3 months 🙂 And even though you haven’t helped me launch a book or do any mergers or acquisitions, I’m still VERY happy I met you too!

        •  @SociallyGenius  Let’s not exaggerate, it’s been five months.

        •  @ginidietrich @SociallyGenius actually Tony I killed my pet rabbit and sent Gini two of it’s feet a while back.

  • seanmalarkey

    Congrats Gini – stoked for you!

  • DonovanGroupInc

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

    • DonovanGroupInc

      As in ‘break a leg’ 🙂

    •  @DonovanGroupInc LOL! I didn’t even notice you missed the “a.”

  • DonovanGroupInc

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

  • KevinVandever

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

    •  @KevinVandever , to quote “Author  @ginidietrich ” “I am sort of a big deal”

      •  @KensViews  @KevinVandever Jeez. If you’re going to quote me, get it right. I am kind of a big deal. Not sort of.

        •  @ginidietrich  @KevinVandever  Well if I’m going to quote you, here’s one: “SHEESH!”

        •  @KensViews  Actually, it’s JEEZ.

        • KevinVandever

           @ginidietrich  @KensViews If we’re quoting Gini, how about, “Holy Crap!”

        •  @KevinVandever @KensViews I don’t know if @ginidietrich is tall enough to be a big deal. I think more ‘punches above her weight class’ maybe. Kind of like me. But I am an alien so I am wiry and genetically superior to most of my adversaries.

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  • jonbuscall

    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.

    •  @jonbuscall  @martinwaxman I hope we keep it going…it’s what started all of this!

    •  @jonbuscall  @ginidietrich Thanks! I want to keep it going too… and get a new portable mic! Or maybe this will let us record more shows face to face…  

  • 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!

    •  @HowieSPM No question!! Thanks for that!

    •  @HowieSPM  We’re working on Jakarta next. 

  • mikeedgell

    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 

    •  @mikeedgell Poutine. LOL!!! Lisa Gerber LOVES that! 

  • 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!

    •  @lauraclick well @ginidietrich is moving to the new World Head Quarters in Uzbekistan.

      •  @HowieSPM  @lauraclick No, no. Jakarta. It’s where Facebook is the most popular.

  • rdopping

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

  • lindawcohen

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

    •  @lindawcohen  @martinwaxman Thanks, Linda!

  • Congratulations Gini! How exciting!

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

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

    •  @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!)

      •  @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

        •  @HowieSPM  @Shonali  I assume you know that  @ginidietrich is a mediocre cyclist.  She tried to do the silent ride….HA!

  • 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?’

    •  @bdorman264 All this means is I can add to our secret bank account.

      •  @ginidietrich  @bdorman264 Am I a signing authority on that?

  • JodiEchakowitz

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

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

  • Congratulations! Sounds like a win for everyone.

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