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E.B. Lane, Terralever Merge to Form LaneTerralever
Digital firm, Terralever, and advertising and public relations agency, E.B. Lane, today announced the two organizations have merged, creating a new marketing powerhouse, LaneTerralever. Phoenix-based E.B. Lane has a solid reputation for overseeing some of the largest accounts in the Great Western States, and is one of the longest tenured agencies in the region. Terralever, located in Tempe, Arizona, is a full-service digital marketing firm with a strong national reputation and deep experience in developing and executing on digital strategies for Fortune 500 clients.
The union of the two organizations is a bold move in response to market trends, and rivals the size, talent and capabilities found among marketing firms in the largest markets, east to west coast. LaneTerralever boasts an enhanced scale and scope of marketing offerings unmatched from other agencies in the Great Western States and beyond, including advertising, digital strategy, public relations, social media, media buying and planning, and multicultural strategy. Total number of employees in the new agency, including Denver, is more than 100, and total capitalized billing is approximately $100 million.
Terralever and E.B. Lane have been in talks for several months and have worked in partnership numerous times over the past ten years. Executive leadership state that now is the perfect time to go beyond a typical growth strategy of cautious acquisition – like many other agencies – and make a confident and bold step to blend two strong organizations. Beau Lane, named 2013 Ad Person of the Year, will serve as Chief Executive Officer (CEO) of the new agency, and Terralever founder, Chris Johnson, will partner with Mr. Lane in leading the organization as President. E.B. Lane president, Todd Bresnahan, will become Chief Operating Officer of LaneTerralever.
Founded in 1962, E.B. Lane has maintained a large presence servicing some of the region’s largest accounts, including Arizona Lottery, Cable ONE, Arizona Super Bowl Host Committee, National Bank of Arizona, Phoenix Convention Center, Arizona Cardinals, Boots USA, and Inspirato with American Express. Terralever, recently celebrating its 11th anniversary, has developed an exceptional reputation in the digital space, boasting a strong national list of clientele, including Time Warner Cable, CVS Caremark, Fox Restaurant Concepts, Honeywell Aerospace, Massage Envy, First Solar and CBS.
“As an agency that has thrived the past 52 years, we recognize the importance of being progressive and being in a solid position to respond to market trends and the needs of our clients,” said Beau Lane, CEO, LaneTerralever. “Merging with a digital marketing leader such as Terralever is a transformational, bullish move that brings to our clients and to this region, the absolute best-in-class of all forms of marketing communications.”
“We felt it was time to create the agency of the future,” said Chris Johnson, president, LaneTerralever. “Teaming with E.B. Lane, a leader in the advertising industry, provides the perfect complement to our digital offerings and it will best allow us to fulfill our ongoing mission to drive results for our clients. This is an exciting and pivotal endeavor for each of our organizations that will positively affect current and prospective clients, as well as the industry as a whole.”
As the merger was driven by collaboration and a common vision, JDB Capital Partners LLC acted as the investment banking advisor to both companies. Bryan Cave LLP served as legal advisor to E.B. Lane and Polsinelli LLP served as legal advisor to Terralever.