Pittsburgh ad agency Marc USA merges with two companies

Pittsburgh-based advertiser Marc USA has merged with two agencies, one in South Carolina and another in Alabama, to form marketing company 9Rooftops.

The combined firm, which is keeping its office in Pittsburgh, will boast more than 300 employees, with about 200 at Marc USA’s Pittsburgh office.

The name signifies the number of offices between Marc USA and BFG Communications, based in Hilton Head, S.C., and BLR Further in Birmingham, Ala.

Kevin Meany, BFG founder and now CEO of 9Rooftops, said each of the agencies brings something to the merger: Marc USA offers a large media group, while BFG offers its in-house content studio and BLR provides a health care specialty, now known as 9Rooftops Health.

Although they have openings to fill in data analytics, human resources and copywriting, Mr. Meany said the company hasn’t planned any major staff moves post-merger.

Locations in Pittsburgh, Chicago and Hilton Head will serve as the main company offices.

In a marketing and advertising industry that has been decimated by the pandemic, 9Rooftops’ leaders feel lucky to have maintained the clients they have.

“If you’re in an agency that’s heavy in retail or heavy with sports teams, it’s going to be a tough go right now,” Mr. Meany said.

9Rooftops’ combined list of clients includes Honest Tea, Qdoba, Barilla, Conair Man, Turner Broadcasting, South Carolina Tourism, Bellin Health System, Carle Health, Glanbia, Coca-Cola and the Pennsylvania and Maryland state lottery agencies.

Mr. Meany said COVID-19 has altered the market for consumers, bringing new challenges for advertising companies.

“We’re in a market where buying patterns have changed, the competitive landscape has changed for retailers, and there’s a fear in the market by many consumers. Most brands require a complete reset at this point,” he said.