E Squared Marketing, a Scottsdale-based full service marketing agency, announced today that it is acquiring C2 Group, bringing together two agencies whose frequency converging paths and are now officially uniting to expand capabilities, talent, and impact across a diverse portfolio of nationwide clients.

The acquisition marks a significant step forward for E Squared Marketing, adding advanced performance and paid media expertise to its existing strengths in brand strategy, organic social media, and in-house photography and videography. As part of the transition, Lindsay Cheatham, founder of C2 Group, will join E Squared Marketing as vice president of marketing, leading performance, paid media and strategy across the agency while bringing her established client base spanning industries such as retail, insurance, healthcare, and more.

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Beyond the strategic fit, the acquisition is rooted in shared leadership values. Both Richards and Cheatham are mothers, entrepreneurs, and hands-on business leaders passionate about scaling thoughtfully while maintaining strong relationships with clients and team members. Together, they lead a team of 27 women, in which 10 are working mothers, bringing a deeply personal understanding of balance, resilience, and empathy into how the agency operates, supports its people, and serves its clients.

“This is a strategic step forward for E Squared Marketing and an exciting expansion of services for our clients,” said Ashley Richards, founder and CEO of E Squared Marketing. “C2 Group brings exceptional performance marketing expertise, and together we’re creating a more powerful, integrated approach, where brand building and growth marketing work hand in hand to drive real results.”

The partnership was sparked after Richards and Cheatham were introduced by a mutual friend. What began as a casual get-to-know-you lunch quickly revealed shared values, complementary strengths, and a mutual vision for how modern agencies should operate.

“I’ve always believed the best agencies are built by people who care deeply about their clients and their craft,” said Richards. “C2 Group has done exactly that. Welcoming them into E Squared Marketing allows us to grow with intention, adding performance strength while staying rooted in creativity, relationships, and results.”

C2 Group has long been known for its data-driven paid media strategies and hands-on client relationships, an approach that aligns closely with E Squared Marketing’s people-first philosophy.

“C2 Group has always been incredibly personal to me, built from the heart and from the ground up with a focus on strategic, results-driven marketing and relationships that truly matter,” said Cheatham. “I’m proud of what we’ve created and deeply grateful to the clients who have trusted us along the way. Joining E Squared Marketing is an exciting next chapter because it brings together the best of both worlds: C2 Group’s performance-driven expertise in paid media and digital strategy, combined with the strong brand and creative foundation already in place at E Squared Marketing.”

The combined agency now offers clients a more comprehensive, full-funnel marketing approach. It blends performance-driven paid media with organic social media, brand storytelling, and creative production under one roof.

For more information, visit www.esquaredmarketing.com.