#United States #New York #617 Collective #Creative Agencies #Nomiinee Design

617 Collective Expands Its Creative Family with Nominee Design Acquisition

In a significant shift within the marketing and creative services landscape, 617 Collective has announced its acquisition of Nominee Design. This Oklahoma-based strategic brand and creative studio has earned a stellar reputation since its inception in 2010, focusing on thoughtful design and human-centered storytelling. The decision to join 617 Collective underscores a progressive model emphasizing partnership and autonomy over traditional roll-up strategies.

A New Era for Creative Agencies

The marketing sector has seen a marked trend of consolidation in recent years, often at the cost of creativity and culture. However, 617 Collective, a modern holding company headquartered in New York, is determined to change that narrative. Cynthia Monroy, Managing Partner of 617 Collective, expressed her commitment to an approach that values founder leadership and preserves the unique culture of acquired agencies. "The holding-company model in our industry is broken. Scale has too often come at the expense of culture, creativity, and founder leadership," she stated.

The acquisition of Nominee Design adds to a portfolio that strives to back and support founder-led firms, allowing them to thrive while maintaining their identity. The terms of the transaction have not been made public, but insiders note that this model allows for independence in operations and creative processes.

Nominee Design: A Legacy of Human-Centered Design

Nominee Design has worked with a diverse array of clients, including notable names like Jack Daniels, Osage Nation, and Oklahoma City Will Rogers International Airport. Founder and CEO Matt Stansberry articulated his vision for Nominee: "I founded Nominee to solve creative problems by putting people first. We care deeply about the human impact of design and believe responsible branding drives remarkable work. Partnering with 617 Collective allows us to stay true to that philosophy while gaining a long-term partner that respects founder leadership and supports sustainable, intentional growth."

This partnership aims to harness the strengths of both organizations, providing the necessary resources to allow both Nominee and 617 Collective to grow without compromising their core values and culture. Bryan Clifton, a partner at Nominee, remarked, "This partnership gives us the resources and perspective to think longer-term about our people, our clients, and the kind of work we want to put into the world. 617 Collective understands that enduring brands are built by empowered teams, not centralized control."

Commitment to Independence

Crucially, the integration of Nominee Design into 617 Collective is unlikely to alter existing team structures, client relations, or daily operations. Nominee will continue to operate under its established brand with its current leadership, ensuring that the agency's integrity and the creative vision remain intact.

With the rise of this new model, the partnership presents an exciting shift in the creative sector, favoring growth strategies that retain independence, balance scale with culture, and encourage the entrepreneurial spirit of agency founders.

In reflecting on the significance of this acquisition, industry analysts speculate on the growing traction of partnerships that prioritize not just profitability but the preservation of unique agency cultures. The trend could pave the way for future acquisitions that emphasize this sustainable approach.

About 617 Collective

Founded with the purpose of acquiring and scaling top-tier marketing and creative firms, 617 Collective positions itself as a guiding force in reshaping the dynamics of agency ownership. By offering strategic support while nurturing each agency's cultural and creative independence, 617 Collective is setting new benchmarks for holding companies in the creative services industry.

In a landscape often dominated by conformity, the commitment to a founder-led approach not only helps in amplifying creativity but also strengthens the bonds between agencies, clients, and the communities they serve. This acquisition is more than a business move; it signals a potent shift toward a more egalitarian and innovative future for creative agencies everywhere.

Conclusion

As 617 Collective and Nominee Design embark on this new journey together, their focus on empowering founders and fostering creativity may very well redefine what success looks like in the evolving world of marketing and design. Amid an era of consolidation, these companies showcase the enduring importance of culture and autonomy in driving remarkable and impactful creative work.