Deane Smith & Partners, Mad Genius partner to grow business across the nation
by Ross Reily
Published: September 13,2013
After a year in which the Mad Genius branding firm of Ridgeland brought home awards for Best in Show and Best Overall, it would be hard to believe there are many weak spots in its creative organization.
Still and yet, Mad Genius CEO Rick Moore believes whatever weak spots his firm may have once had now have been “shored up.”
Mad Genius, a full-service design, print, digital and video production branding firm and Deane, Smith and Partners, a public relations, marketing, advertising and branding agency based in Nashville have teamed to leverage their business across the Southeast and throughout the nation.
Through a common relationship with the law firm of Butler Snow, Moore and DS&P president and chief communications officer Todd Smith were introduced. From there, the two young, entrepreneurs had immediate chemistry and envisioned a way they could work together.
“We knew that our strong suit was public relations, media relations and branding,” Smith said. “Together with (Mad Genius’) branding, advertising and video, production front, we knew this would be a great team.”
Under the agreement — a shared services affiliation — the two firms will have more than 30 employees in four offices nationwide to serve a growing roster of clients. The partnership allows both agencies to expand their vision in their respective headquarters markets — Nashville, Tenn. and Jackson — offering a different perspective to those cities, and beyond.
DS&P recently announced the opening of its Jackson office to better serve its growing roster of clients in Mississippi’s Capitol and across the state. This partnership further leverages expanding service lines of both firms.
“Whatever weak spots we may have had before, this joining of forces shores up any weak spots we may have had. There are no weak spots now,” Moore told the Mississippi Business Journal this week. “This affiliation really allows both agencies to flourish in markets where our clients are seeking a fresh approach to branding.”
Mad Genius was founded in 2005 by Moore and president Chip Sarver. The creative and technical staff offers advertising, design, media buying, film and video services along with interactive and social media, post production and animation and special effects.
There are camera and video production crews, animators, editors, media buyers and other professionals brainstorming, creating and producing for local, regional and national clients.
Among their clients are Bomgar, Southern Farm Bureau Life Insurance Company, Fastenal, Primos Hunting, and Bruce Foods.
DS&P — which creates strategic branding campaigns for numerous Jackson clients including the Butler Snow law firm, Faces Clinic and Waggoner Engineering — was founded in 1999 by Washington, D.C. political and media veterans, Silas Deane and Smith. Other major clients include The National Foundation for Cancer Research, Electrolux, the Hutton Hotel, Healthcare Information Management Systems Society, Baden Supply, The Buffkin Group, Cybera Inc., Microsoft Health and the Sumner County (Tenn.) Board of Education.
“We are progressively expanding our agency in the Southeast and nationwide, and this partnership is the perfect fusion of creativity, innovation and thought leadership that delivers a whole new generation of branding,” said Smith, a Jackson native. “This affiliation greatly enhances our capabilities to deliver exceptional client service across the entire spectrum of today’s multi-faceted, digital communications world.”
And Moore says the partnership is nearly perfect.
“We are very unique. We are a full-service advertising agency and also a full service video production company — a one stop shop of creative energy,” Moore said. “However, the one aspect we have always shied away from, quite frankly, has been the PR aspect. (Deane Smith) is obviously the PR expert. While their are parts of our individual businesses that overlap, the parts that don’t overlap really do complete us and make this a powerhouse partnership.
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