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Gravity Acquires Experiential Marketing Agency The Marketing Consortium

August 08, 2019

TMC founder J.D. Garza will lead new kind of consumer engagement practice combining experiential, shopper and social marketing.

HOUSTON (August 6, 2019) – Gravity, an independent marketing agency built for business impact, has acquired The Marketing Consortium, a pioneer in experiential marketing known for combining event activations and shopper marketing for such clients as Anheuser Busch, Keurig Dr Pepper, Samsung and Diageo. TMC founder J.D. Garza has joined the agency as Vice President of Consumer Engagement, to lead a new kind of consumer engagement practice that incorporates digital, social media and public relations with experiential and shopper marketing.

“By adding digital and social media to experiential and shopper marketing, we can create bigger, more integrated, and more powerful programs for our clients,” said Garza. “Our challenge has been how to sustain the attention of people we connect with at experiential events, and how extend retail activations well beyond the point of sale to foster consumer loyalty. Now we can make every activation the start of a continuum of driving sustained consumer engagement.”

TMC was among the first agencies to combine experiential marketing emphasizing events with shopper marketing programs prioritizing sampling and consumer promotions for large, global advertisers. The agency fielded teams across the country to fulfill immediate impact growth campaigns for a long list of top marketers. As part of the acquisition, Garza is bringing a number of top brands to Gravity including Anheuser Busch, Keurig, Dr. Pepper, Diageo and HEB.

The new clients and capability add to the momentum of Gravity, which has already grown by more than 35% in the first half. The growth comes from both expanded business with existing clients – which are tapping into more of the agency’s growing specialties – and new business wins from such marketers as Niman Ranch, Phillips 66 B2B, and The American Heart Association.

“In addition to a new capability and great clients, J.D. brings us tremendous experience across industries, from both the agency and client sides,” said Jose Lozano, CEO of Gravity. “He will add meaningfully to the diversity of perspective we bring to every assignment. We’re building the agency that can bring all the pieces of marketing, not just communication, together to achieve the real, lasting marketplace results that business is missing from marketing.”

About Gravity

Gravity is an independent marketing agency built for business impact. The agency brings together diverse thinkers and specialties from across six offices (Houston, Dallas, Denver, Los Angeles, Buenos Aires, Argentina and Nha Trang, Vietnam) to identify hidden opportunities, generate marketplace results and develop lasting advantages for clients such as Public Storage, Cox Enterprises, Natrol, Phillips 66 and Stage Stores. Gravity was founded in 2018 when agency entrepreneur Jose Lozano formalized a collective of successful independent agencies as one integrated enterprise.

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