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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, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

195 comments
Tinu
Tinu

Congratulations! Sounds like a win for everyone.

JodiEchakowitz
JodiEchakowitz

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

bdorman264
bdorman264

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?'

rdopping
rdopping

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

lauraclick
lauraclick

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!

mikeedgell
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 

Howie Goldfarb
Howie Goldfarb

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!

KevinVandever
KevinVandever

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

DonovanGroupInc
DonovanGroupInc

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

DonovanGroupInc
DonovanGroupInc

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

TonyBennett
TonyBennett

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!

KensViews
KensViews

 @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!)

TonyBennett
TonyBennett

@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!

Howie Goldfarb
Howie Goldfarb

 @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.

Trackbacks

  1. [...] 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, [...]

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