Gini Dietrich

Arment Dietrich Creates Partnership with Thornley Fallis

By: Gini Dietrich | May 22, 2012 | 
198

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 Comments on "Arment Dietrich Creates Partnership with Thornley Fallis"

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jasonkonopinski
4 years 2 months ago

This. Is. Mad. Exciting.

ginidietrich
4 years 2 months ago

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

jasonkonopinski
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

KDillabough
4 years 2 months ago

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

jasonkonopinski
4 years 2 months ago

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

KenMueller
4 years 2 months ago

Congrats on this, to all of you!

ginidietrich
4 years 2 months ago

 @KenMueller Thanks Ken!

Anthony_Rodriguez
4 years 2 months ago

This is awesome! Congrats!

ginidietrich
4 years 2 months ago

 @Anthony_Rodriguez Thank you!!

TroyClaus
TroyClaus
4 years 2 months ago

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)
 
Troy

ginidietrich
4 years 2 months ago

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

TroyClaus
TroyClaus
4 years 2 months ago

 @ginidietrich I do…eh 🙂

KDillabough
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

KDillabough
4 years 2 months ago

 @ginidietrich :))))

markwschaefer
markwschaefer
4 years 2 months ago

Way to go Gini!

ginidietrich
4 years 2 months ago

 @markwschaefer Thanks Mark!

katskrieger
4 years 2 months ago

Congrats! Amazing news for you! 🙂

ginidietrich
4 years 2 months ago

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

katskrieger
4 years 2 months ago

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

KDillabough
4 years 2 months ago

HUGE congrats on all your accomplishments. Cheers! Kaarina

ginidietrich
4 years 2 months ago

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

KDillabough
4 years 2 months ago

 @ginidietrich Come.to.Canada. I’ll find you a retreat:)

ginidietrich
4 years 2 months ago

 @KDillabough I’ll be there at the end of July, if not sooner!

KDillabough
4 years 2 months ago

 @ginidietrich Yay! Let’s “do lunch”…or wine;)

ginidietrich
4 years 2 months ago

 @KDillabough Or both!

KDillabough
4 years 2 months ago

 @ginidietrich yes!

T60Productions
4 years 2 months ago

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.

ginidietrich
4 years 2 months ago

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

T60Productions
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @T60Productions I can’t wait to see it!

T60Productions
4 years 2 months ago

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

BobReed
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @BobReed You know me well…

Sean McGinnis
4 years 2 months ago

Congrats pal. Excited for you.

ginidietrich
4 years 2 months ago

 @Sean McGinnis 🙂

DonnaPapacosta
DonnaPapacosta
4 years 2 months ago

Congratulations! Sounds like a great partnership.

ginidietrich
4 years 2 months ago

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

jennimacdonald
jennimacdonald
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

Soulati | B2B Social Media Marketing

Hearty congratulations, Gin Blossom. What incredible news.

ginidietrich
4 years 2 months ago

 @Soulati | B2B Social Media Marketing Thanks sistah twin!

BestRoofer
BestRoofer
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @BestRoofer Thank you, Joe!

Griddy
4 years 2 months ago

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. 

ginidietrich
4 years 2 months ago

 @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. 

Griddy
4 years 2 months ago

 @ginidietrich LUV!

JustInTheSouth
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @JustInTheSouth Thanks, Brackett!

lulugrimm
lulugrimm
4 years 2 months ago

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.

ginidietrich
4 years 2 months ago

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

HowieSPM
4 years 2 months ago

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

annelizhannan
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

lesmckeown
lesmckeown
4 years 2 months ago

Hey,Congrats, Gini – well done!

ginidietrich
4 years 2 months ago

 @lesmckeown Hey thanks, Les!

HowieSPM
4 years 2 months ago

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

rustyspeidel
rustyspeidel
4 years 2 months ago

Global domination. On schedule. 

ginidietrich
4 years 2 months ago

 @rustyspeidel Getting there…step by step.

RogerFriedensen
4 years 2 months ago

MAZEL TOV, BUBBE!!

ginidietrich
4 years 2 months ago

 @RogerFriedensen Grazi, grazi!

C_Pappas
4 years 2 months ago

Congrats!!

ginidietrich
4 years 2 months ago

 @C_Pappas Thank yooooou!

paigeworthy
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @paigeworthy  Thanks Paige!

NancyMyrland
4 years 2 months ago

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
4 years 2 months ago

 @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
skooloflife
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @skooloflife  It has been more than a year…

debdobson62
debdobson62
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

martinwaxman
4 years 2 months ago

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! 

ginidietrich
4 years 2 months ago

 @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!

martinwaxman
4 years 2 months ago

 @ginidietrich Likewise and ‘like’…

KensViews
4 years 2 months ago

 @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)

HowieSPM
4 years 2 months ago

 @martinwaxman does @ginidietrich have a trustworthy face?

rachaelseda
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

HowieSPM
4 years 2 months ago

 @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.

Ari Herzog
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

jackielamp
jackielamp
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

alexandrapkirsch
alexandrapkirsch
4 years 2 months ago

Mazel tov, Gini and team! 

ginidietrich
4 years 2 months ago

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

alexandrapkirsch
alexandrapkirsch
4 years 2 months ago

 @ginidietrich Take your time, m’dear! 

rjmetras
rjmetras
4 years 2 months ago

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.

ginidietrich
4 years 2 months ago

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

KellyeCrane
KellyeCrane
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

SocialMediaDDS
4 years 2 months ago

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. 
xoxo
Claudia

ginidietrich
4 years 2 months ago

 @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!

RedheadWriting
4 years 2 months ago

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.

ginidietrich
4 years 2 months ago

 @RedheadWriting And monkeys! That drink lattes.

TheJackB
4 years 2 months ago

Sounds great. Good luck with it.

ginidietrich
4 years 2 months ago

 @TheJackB Thanks, Abby!

John_Trader1
John_Trader1
4 years 2 months ago

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.

ginidietrich
4 years 2 months ago

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

John_Trader1
John_Trader1
4 years 2 months ago

 @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.

ginidietrich
4 years 2 months ago

 @John_Trader1 Sweet!!

ElissaFreeman
ElissaFreeman
4 years 2 months ago

Woohoo!  Mazel tov! Congrats!

ginidietrich
4 years 2 months ago

 @ElissaFreeman You know what this means??

jenzings
jenzings
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

KlaudiaJurewicz
4 years 2 months ago

fantastic! great! congrats!!!!!

ginidietrich
4 years 2 months ago

 @KlaudiaJurewicz Thank you!

dbreakenridge
dbreakenridge
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

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

dbreakenridge
dbreakenridge
4 years 2 months ago

 @ginidietrich Yes, and looking forward to it!

Nic_Cartwright
4 years 2 months ago

Wow. Nice work. The uk will love you.

ginidietrich
4 years 2 months ago

 @Nic_Cartwright Thanks!!

Nikki Little
4 years 2 months ago

Seems like a very wise and strategic move. Congrats!

ginidietrich
4 years 2 months ago

 @Nikki Little Well, we’ll see. 🙂

mdbarber
4 years 2 months ago

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

ginidietrich
4 years 2 months ago

 @mdbarber Thanks, Mary!

patrickreyes
patrickreyes
4 years 2 months ago

Congrats @ginidietrich !  Super excited for you!

ginidietrich
4 years 2 months ago

 @patrickreyes Do I know you?

HowieSPM
4 years 2 months ago

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

workmommywork
workmommywork
4 years 2 months ago

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
4 years 2 months ago

 @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
workmommywork
4 years 2 months ago

 @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.

ginidietrich
4 years 2 months ago

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

hackmanj
4 years 2 months ago

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!

ginidietrich
4 years 2 months ago

 @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.

HowieSPM
4 years 2 months ago

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

hackmanj
4 years 2 months ago

 @HowieSPM  @ginidietrich haha!

lauraclick
4 years 2 months ago

 @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!

allenmireles
4 years 2 months ago

 @ginidietrich Well done!

ginidietrich
4 years 2 months ago

 @allenmireles Thank you!! xoxo

KensViews
4 years 2 months ago

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!

ginidietrich
4 years 2 months ago

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

KensViews
4 years 2 months ago

 @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.

ginidietrich
4 years 2 months ago

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

KensViews
4 years 2 months ago

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

martinwaxman
4 years 2 months ago

 @KensViews  @ginidietrich But I give my permission!!

KensViews
4 years 2 months ago

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

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