Imagination joins B2B marketing agency The Mx Group
Leading content marketing agency Imagination has joined The Mx Group, the second-largest independent B2B agency in the U.S. and 2022 B2B Agency of the Year for B2B Marketing. The addition of Imagination gives the agency more reach across the United States and broadens its content marketing capabilities, enhancing brand campaigns and thought leadership content, enhancing digitally enabled journeys, and enhancing SEO programmes. This results in a richer customer experience for the brands that The Mx Group represents.
With the acquisition of Imagination, The Mx Group extends to over 160 U.S. workers and adds the automotive, financial services, food, health care, legal services, oil and gas, industrial, packaging, trade associations, technology, and SaaS sectors to its B2B industry expertise. The list of clients now includes new businesses like Project Management Institute, American Optometric Association, Discover, Charles Schwab, and First Citizens Bank, and it also comprises 47 different brands.
“It’s the success of our partnership thus far that’s led us to formally join The Mx Group and Imagination into one larger, integrated agency. The combination of our companies increases the perspectives we have at the table and creates a bigger, stronger agency that can make an even greater impact for clients looking to grow in the U.S.” Tony Riley, president and CEO of The Mx Group
The Imagination team specialises in creating narrative material that links businesses to their audiences in order to foster closer bonds and promote more informed choices. The Content Marketing Institute has honoured the firm as one of the Most Creative Content Marketing Agencies in the World and Content Marketing Agency of the Year. The Thought Leadership IndexTM, a proprietary methodology and benchmark to determine the factors that influence thought leadership and an organization’s position relative to its rivals, was created by Imagination in collaboration with Northwestern University’s IMC Spiegel Digital and Database Research Center.
The agency is well-positioned to fulfil the growing demand for self-service evaluation and digital interactions along the B2B buyer experience due to the teams’ combined expertise. The average number of touchpoints for B2B buyers has increased from 17 to 27, according to Gartner’s B2B Buying Journey Report, highlighting the demand for strategic B2B information across numerous channels.
James Meyers, the creator and CEO of Imagination and the author of the book “Becoming Essential,” a guide for association leaders, will lead the new Content Marketing Practice at The Mx Group, which will be led by the Imagination team. At The Mx Group, Meyers joins the senior leadership group and will answer to Riley.
“Our partnership with The Mx Group has already benefited their clients as well as our own”, “With the uncertainty of the economy in 2023, marketers will focus on the activities that increase the relevance of their brand and quality of the customer experience to impact revenue and sales. Together, we are positioned to deliver meaningful, end-to-end experiences, including journalistic content across the buyer’s journey to generate the demand they need to move markets.” James Meyers, founder and CEO, Imagination
Levenfeld Pearlstein and Miller Cooper provided advice to The Mx Group about the purchase, which was privately funded by The Mx Group.