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 1 month ago

This. Is. Mad. Exciting.

ginidietrich
4 years 1 month 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 1 month ago

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

ginidietrich
4 years 1 month 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 1 month ago

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

jasonkonopinski
4 years 1 month ago

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

KenMueller
4 years 1 month ago

Congrats on this, to all of you!

ginidietrich
4 years 1 month ago

 @KenMueller Thanks Ken!

Anthony_Rodriguez
4 years 1 month ago

This is awesome! Congrats!

ginidietrich
4 years 1 month ago

 @Anthony_Rodriguez Thank you!!

TroyClaus
TroyClaus
4 years 1 month 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 1 month ago

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

TroyClaus
TroyClaus
4 years 1 month ago

 @ginidietrich I do…eh 🙂

KDillabough
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

KDillabough
4 years 1 month ago

 @ginidietrich :))))

markwschaefer
markwschaefer
4 years 1 month ago

Way to go Gini!

ginidietrich
4 years 1 month ago

 @markwschaefer Thanks Mark!

katskrieger
4 years 1 month ago

Congrats! Amazing news for you! 🙂

ginidietrich
4 years 1 month ago

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

katskrieger
4 years 1 month ago

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

KDillabough
4 years 1 month ago

HUGE congrats on all your accomplishments. Cheers! Kaarina

ginidietrich
4 years 1 month ago

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

KDillabough
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

KDillabough
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

 @KDillabough Or both!

KDillabough
4 years 1 month ago

 @ginidietrich yes!

T60Productions
4 years 1 month 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 1 month ago

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

T60Productions
4 years 1 month 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 1 month ago

 @T60Productions I can’t wait to see it!

T60Productions
4 years 1 month 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 1 month ago

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

ginidietrich
4 years 1 month ago

 @BobReed You know me well…

Sean McGinnis
4 years 1 month ago

Congrats pal. Excited for you.

ginidietrich
4 years 1 month ago

 @Sean McGinnis 🙂

DonnaPapacosta
DonnaPapacosta
4 years 1 month ago

Congratulations! Sounds like a great partnership.

ginidietrich
4 years 1 month ago

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

jennimacdonald
jennimacdonald
4 years 1 month ago

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

ginidietrich
4 years 1 month 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 1 month ago

 @Soulati | B2B Social Media Marketing Thanks sistah twin!

BestRoofer
BestRoofer
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

 @BestRoofer Thank you, Joe!

Griddy
4 years 1 month 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 1 month 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 1 month ago

 @ginidietrich LUV!

JustInTheSouth
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

 @JustInTheSouth Thanks, Brackett!

lulugrimm
lulugrimm
4 years 1 month 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 1 month ago

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

HowieSPM
4 years 1 month ago

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

annelizhannan
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

lesmckeown
lesmckeown
4 years 1 month ago

Hey,Congrats, Gini – well done!

ginidietrich
4 years 1 month ago

 @lesmckeown Hey thanks, Les!

HowieSPM
4 years 1 month ago

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

rustyspeidel
rustyspeidel
4 years 1 month ago

Global domination. On schedule. 

ginidietrich
4 years 1 month ago

 @rustyspeidel Getting there…step by step.

RogerFriedensen
4 years 1 month ago

MAZEL TOV, BUBBE!!

ginidietrich
4 years 1 month ago

 @RogerFriedensen Grazi, grazi!

C_Pappas
4 years 1 month ago

Congrats!!

ginidietrich
4 years 1 month ago

 @C_Pappas Thank yooooou!

paigeworthy
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

 @paigeworthy  Thanks Paige!

NancyMyrland
4 years 1 month 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 1 month 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 1 month ago

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

ginidietrich
4 years 1 month ago

 @skooloflife  It has been more than a year…

debdobson62
debdobson62
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

martinwaxman
4 years 1 month 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 1 month 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 1 month ago

 @ginidietrich Likewise and ‘like’…

KensViews
4 years 1 month 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 1 month ago

 @martinwaxman does @ginidietrich have a trustworthy face?

rachaelseda
4 years 1 month 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 1 month ago

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

HowieSPM
4 years 1 month 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 1 month ago

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

ginidietrich
4 years 1 month ago

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

jackielamp
jackielamp
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

alexandrapkirsch
alexandrapkirsch
4 years 1 month ago

Mazel tov, Gini and team! 

ginidietrich
4 years 1 month ago

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

alexandrapkirsch
alexandrapkirsch
4 years 1 month ago

 @ginidietrich Take your time, m’dear! 

rjmetras
rjmetras
4 years 1 month 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 1 month ago

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

KellyeCrane
KellyeCrane
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

SocialMediaDDS
4 years 1 month 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 1 month 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 1 month 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 1 month ago

 @RedheadWriting And monkeys! That drink lattes.

TheJackB
4 years 1 month ago

Sounds great. Good luck with it.

ginidietrich
4 years 1 month ago

 @TheJackB Thanks, Abby!

John_Trader1
John_Trader1
4 years 1 month 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 1 month 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 1 month 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 1 month ago

 @John_Trader1 Sweet!!

ElissaFreeman
ElissaFreeman
4 years 1 month ago

Woohoo!  Mazel tov! Congrats!

ginidietrich
4 years 1 month ago

 @ElissaFreeman You know what this means??

jenzings
jenzings
4 years 1 month 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 1 month ago

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

KlaudiaJurewicz
4 years 1 month ago

fantastic! great! congrats!!!!!

ginidietrich
4 years 1 month ago

 @KlaudiaJurewicz Thank you!

dbreakenridge
dbreakenridge
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

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

dbreakenridge
dbreakenridge
4 years 1 month ago

 @ginidietrich Yes, and looking forward to it!

Nic_Cartwright
4 years 1 month ago

Wow. Nice work. The uk will love you.

ginidietrich
4 years 1 month ago

 @Nic_Cartwright Thanks!!

Nikki Little
4 years 1 month ago

Seems like a very wise and strategic move. Congrats!

ginidietrich
4 years 1 month ago

 @Nikki Little Well, we’ll see. 🙂

mdbarber
4 years 1 month ago

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

ginidietrich
4 years 1 month ago

 @mdbarber Thanks, Mary!

patrickreyes
patrickreyes
4 years 1 month ago

Congrats @ginidietrich !  Super excited for you!

ginidietrich
4 years 1 month ago

 @patrickreyes Do I know you?

HowieSPM
4 years 1 month ago

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

workmommywork
workmommywork
4 years 1 month 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 1 month 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 1 month 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 1 month ago

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

hackmanj
4 years 1 month 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 1 month 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 1 month ago

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

hackmanj
4 years 1 month ago

 @HowieSPM  @ginidietrich haha!

lauraclick
4 years 1 month 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 1 month ago

 @ginidietrich Well done!

ginidietrich
4 years 1 month ago

 @allenmireles Thank you!! xoxo

KensViews
4 years 1 month 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 1 month ago

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

KensViews
4 years 1 month 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 1 month ago

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

KensViews
4 years 1 month ago

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

martinwaxman
4 years 1 month ago

 @KensViews  @ginidietrich But I give my permission!!

KensViews
4 years 1 month ago

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

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