ATLANTA: Hoping to help clients retain and motivate their best employees, Manning, Selvage & Lee has acquired Deeley Trimble & Co. (DT), a dollars 2.5 million workplace communication specialist based in Atlanta.
ATLANTA: Hoping to help clients retain and motivate their best
employees, Manning, Selvage & Lee has acquired Deeley Trimble & Co.
(DT), a dollars 2.5 million workplace communication specialist based in
The acquisition allows MS&L to establish a new global workplace
communications practice - a capability only a handful of multinational
firms offer. The agency will absorb DT’s operations into its own.
The merger was conceived during a lunch last spring by MS&L/Atlanta
managing director and SVP Jan Lewin and DT co-founder and partner Anne
’I mentioned to her that I was looking for appropriate acquisitions in
Atlanta,’ explained Lewin, who said Deeley was immediately receptive to
the idea. ’They are this little-known boutique jewel with blue-chip
clients.’ Current DT clients include BellSouth, Delta and Pillsbury.
MS&L is betting that the deal will bolster its global corporate
communications practice, led by Joe Gleason of the firm’s DC office.
During negotiations with DT, Gleason said he was impressed by the
agency’s campaign-oriented approach to employee communications.
’They don’t believe you motivate employees by sending them a memo,’ said
Gleason. ’When (a fast-food company) wants to sell more fries, they
develop a campaign that engages the employees in a way that motivates
them to sell more french fries.’
DT, which has specialized in workplace communications for more than 20
years, has worked with MS&L’s Atlanta and Detroit offices before, on the
firm’s successful Coca-Cola Enterprises pitch and the merger of Meritor
Automotive and Arvin Industries. As the acquisition moved into its final
stages last week, DT began working with MS&L/Chicago on an undisclosed
airline industry RFP.
Deeley and Karlenne Trimble will lead the new workplace communications
practice from Atlanta. Among DT’s flagship services are Rapport
Communications, a customized Intranet application designed to foster
customer loyalty, and Personality, a program to help employees better
understand their company’s brand messages.