The Martin Group Acquires Travers Collins.
The Martin Group (TMG) announced today it has acquired Travers Collins & Company and will absorb the nucleus of the Travers Collins client list and numerous employees to significantly expand its in-house public relations practice to complement TMG’s fast-growing branding, advertising and digital offerings. The transaction is effective immediately; terms were not disclosed.
TMG, based in new offices at 477 Main St. in Buffalo, recently opened an office in Rochester, and even before this deal was announced, was named one of Western New York’s “fastest growing companies” by Business First. TMG founder and owner Tod Martin said that while TMG has offered some public relations services to its clients, this acquisition gives the firm an immediate injection of credibility and much deeper expertise in the public relations category. In addition to public relations business, TMG also will be acquiring clients to whom Travers Collins has been providing branding, creative, media buying and digital services.
Travers Collins advertising and public relations clients include ADPRO Sports, Catholic Charities, Independent Health, Paul William Beltz PC, Phillips Lytle LLP, the Roman Catholic Diocese of Buffalo, Seneca Nation of Indians, Weinberg Campus and YMCA of Buffalo Niagara.
“For more than 20 years, Travers Collins has been synonymous with PR while also having been a major factor on the advertising side of the business as well. With this deal, I am honored to continue the legacy of what Bill and Bob have long established,” Martin said.
Collins said he sees this as a very positive development for the Travers Collins clients as well, whom he says will greatly benefit from The Martin Group’s full-service branding and advertising expertise. “The Martin Group is the hot agency in the market right now, and I’m extremely confident and excited that our clients are going to be well served by TMG. We have always had the utmost respect and affection for Tod and have admired the way he has built his agency from the ground up into the number one shop in town. He is taking a big step forward with this and we think this is going to be a win-win for everyone,” he said.
Martin said the decision to acquire the Travers Collins assets was made easier by the many cultural similarities between the two agencies. Notably, Martin worked for Travers Collins for seven years as the agency’s Vice President and Creative Director before departing in 2001 to establish The Martin Group. “Bob Travers and Bill Collins played a significant role in my career, so I am thrilled to be able to reach this agreement with them,” Martin said. As a result of the transaction, Collins will join Martin as a senior consultant; Travers retired in January. Travers Collins will formally cease operations as of today (June 30).
Some of the Travers Collins associates making the move to TMG include prominent Buffalo public relations practitioners Dick Shaner, Jr., Susan Asquith and Sharon Linstedt. PR Account Manager Angelina Ezzo and PR Account Coordinator Sarah DiPofi are also joining the TMG team. Several other Travers Collins employees will be considered as the agency evaluates its needs.
Martin declined to name the Travers Collins clients whom he expects will make the transition to his agency. “A transition like this is very sensitive and involves personal relationships. Our intention is to make it a seamless transition for the clients and hopefully they will appreciate and value the fact the same trusted associates will be servicing their accounts with the added resources of TMG.
Using its proprietary Brand Fuel process – a mix of research, positioning and creative invention, TMG has ignited brands for a wide range of local, national and international organizations. The firm has extensive experience in several categories, including retail and sports promotion, healthcare branding and advertising, financial services marketing, industrial/manufacturing brand marketing, website development, and social and digital media. Some of the agency’s clients include Buffalo Bills, ECMC, Evans Bank, Kaleida Health, New Era Cap, Orville’s Home Appliances, and Seneca Gaming Corporation. To learn more, call 716.853.2757 or visit tmgbrandfuel.com.