Local marketing agency undergoes merger, gets new name
A Detroit digital marking agency that has helped grow the online presence of companies such as the furniture maker Floyd, Detroit Bikes and Rocket Fiber has merged with a Los Angeles branding and marketing agency.
Marketing Supply Co., located in Detroit’s Islandview neighborhood across the Detroit River from Belle Isle, will become Phenomenon’s third location around the country, along with Los Angeles and Chicago. Marketing Supply Co. will be renamed Phenomenon Detroit. Terms of the deal were not disclosed. “We’re excited to partner with MSC because they have a great track record of driving growth for clients,” said Krish Menon, founder and CEO of Phenomenon, in a news release. Phenomenon, which has 65 employees, has worked with Pepsi, HBO Max, Intuit and others.
The deal came about through Michigan connections — the head of Phenomenon’s board, Ranvir Gujral, is from metro Detroit — said Shane Bliemaster, the founder of Marketing Supply Co., and his agency came up when Phenomenon was looking to partner with another agency.
Marketing Supply Co.’s expertise is in growth strategies, which can include everything from buying advertisements on Facebook, Google and Instagram, search engine optimization and writing content for emails and websites.
Bliemaster said that complements Phenomenon’s experience in brand and market strategy. MSC, founded in 2015, has helped more than 50 startups and established companies grow.
“It’s a good partnership because we do things that they don’t do, and they do things that we don’t do,” said Bliemaster.
The work Bliemaster and his 15-employee team does has become more in-demand in the pandemic, as consumers spend more time online.
“Companies are no longer advertising on, say, billboards or television as much,” said Bliemaster.
“Everything is moving more to digital because everyone’s in front of their computers, phones or tablets more often now than they were in the past.”
He said revenue has grown 60% over the last year, and the agency is hiring for five positions locally.
Marketing Supply Co. will keep its headquarters in Islandview, which has room to expand. Phenomenon and Bliemaster have the goal of “doubling, if not tripling the team in the next couple of years.”
Bliemaster’s new title will become managing director of Phenomenon Detroit as part of the merger.