LRW Group, an analytics-powered marketing services company and a portfolio company of Tailwind Capital, has announced the acquisition of T3, a digital marketing agency that builds the world’s most useful brands and the experiences that power them. The Austin-based company and its 200-plus employees joins LRW Group immediately, and will operate under the company’s Action Division, which helps businesses apply insights toward essential brand and marketing activations.
“In a highly competitive world of digital marketing and customer experience, T3 truly stands out for its relentless focus on innovation and for its proven success to help brands reach their full potential,” said Tom Bernthal, president of LRW Group’s Action Division. “T3’s sustained growth and achievement over the last three decades is a testament to its ability to adapt and thrive through the breakneck pace of change in the digital space. We see the same resilience in them that we see in our group’s DNA, which makes them a natural fit for our company’s culture and goals.”
With the move to LRW Group, T3 will continue to work with its current clients, independently pursue new clients, and provide valuable brand innovation and activation opportunities to new and existing LRW Group clients. T3 President Ben Gaddis will continue to oversee the agency’s day-to-day operations, and will assume the CEO role from the agency’s founder, Gay Gaddis.
“The partnership with LRW Group gives us the ability to scale and take T3 to the next level, while maintaining our unique culture,” said Ben Gaddis. “At our core, we’re a family business that has always valued an independent mindset. It’s an honor to build upon Gay’s legacy and lead the company in this next phase of our journey. Now as a member of LRW Group, we can continue working with the same independent spirit while gaining access to a vast network of resources and new client opportunities.”
The acquisition of T3 caps a monumental year of growth for LRW Group. T3 is the group’s fifth acquisition of 2019 and its 10th acquisition all-time. Just last month, it added branding agency Salt, as well as communications firm Karma Agency, Earlier this year, LRW Group added strategic consultancy LRWGreenberg (formerly Greenberg Strategies) and award-winning visual communication agency Killer Visual Strategies (previously known as Killer Infographics).
“T3 is the latest example of our commitment to developing a comprehensive marketing services company that builds and expands the world’s most iconic brands,” said LRW Group Chairman and CEO Dave Sackman. “One day we’ll look back at 2019 as the year that truly launched LRW Group into the next stratosphere of capabilities that translate sophisticated analytics and insights into unparalleled brand impact.”