LRW Group Adds Greenberg Strategy to Growing Network of Marketing Services Companies
Acquisition of Bay Area Research and Strategy Consultancy Expands Group’s Critical Presence Within the Tech Community
LOS ANGELES, Calif. and EMERYVILLE, Calif. — July 8, 2019 — LRW Group, a global collaboration of analytics-powered marketing services companies and a portfolio company of Tailwind Capital, today announced the acquisition of Greenberg Strategy, a Bay Area consultancy that specializes in custom research and strategy. Greenberg joins LRW Group effective immediately under the name LRWGreenberg. The new addition will augment LRW Group’s breadth of services for businesses in Silicon Valley and beyond.
Greenberg Strategy comes to LRW Group with an exceptional reputation within the tech community as an expert in discovering patterns behind customer attitudes and behaviors. Its WholeHuman® approach focuses on the three centers of human intelligence that drive customer decision making: the head, the heart, and the gut. These insights guide the firm as it works with businesses to build innovative customer, brand, communication, product, and organizational strategies.
“There are a number of reasons why we’re eager to welcome Greenberg to our family, but the biggest reason is its ability to bring human understanding to businesses, especially tech businesses that all too often need human insights,” said LRW Group President and COO Jeff Reynolds. “It’s an approach that has guided Greenberg’s extensive track record of delivering impact on a global scale for Silicon Valley’s top players.”
“This is exactly the type of company that will thrive within our group,” added LRW Group Chairman and CEO Dave Sackman. “Greenberg Strategy aligns beautifully with our vision to connect deep human understanding with business impact, and their addition provides us a Bay Area platform for growth.”
Andrew Greenberg founded Greenberg Strategy in 1997 to challenge the rigid and formulaic approach that often characterized brand and communications research. In the years since, the consultancy has grown into a fully integrated qualitative and quantitative research firm that has become a preferred partner for some of the world’s biggest tech companies. Today, the firm’s roster of blue-chip partners includes iconic brand names such as Google, Facebook, Sony, Dell, Amazon, and Microsoft, among many others. As Greenberg Strategy joins LRW Group, Andrew Greenberg will remain with the company based in Emeryville, Calif. as CEO, LRWGreenberg.
“By joining LRW Group’s network of companies, and with access to a broader set of capabilities, we see big opportunities to deepen relationships with our current partners and to expand our relationships to businesses in CPG, financial services, media and other industries,” said Andrew Greenberg. “It’s an excellent fit with clear benefits for both Greenberg Strategy and LRW.”
Greenberg Strategy is the seventh company acquired by LRW Group, and the fourth acquisition in the last 18 months. Most recently, LRW Group welcomed award-winning visual communication agency Killer Visual Strategies (previously known as Killer Infographics). Prior to that, in 2018, LRW Group acquired insights and strategy firm Kelton Global, as well as customer experience and design firm Strativity Group.
Businesses and marketers interested in learning more about the capabilities of Greenberg Strategy and LRW Group are urged to visit LRWGroup.com or send an email to info(at)LRWGroup(dot)com.
About LRW Group
LRW Group is a global collaboration of marketing services companies built on a foundation of data and insights. LRW Group and its businesses help solve complex problems for the world’s most remarkable companies, with an emphasis on strategy, branding, communications, innovation, product development, and customer experience. Our proprietary approach goes beyond data analysis to build businesses from the insight out. LRW Group companies include: LRW, Kelton Global, ISA, LRWTonic, LRWMotiveQuest, Strativity, Killer Visual Strategies, and icanmakeitbetter. The group is headquartered in Los Angeles with seventeen offices or facilities in New York, Chicago, London, Seattle, Orange County, Philadelphia, Austin, Las Vegas, Charlotte, and Atlanta.
About Greenberg Strategy
Greenberg Strategy (Greenberg) is a research and strategy consultancy focused on helping businesses understand the WholeHuman® Experience inside and outside the organization. Our approach integrates patterns thinking, insight and design in order to maximize companies’ value. We specialize in both qualitative and quantitative research around customers, brands, communications, products and organizations. Headquartered in Emeryville, CA, Greenberg was awarded Women in Research’s (WIRe) inaugural Best Places to Work Award in 2018. Learn more at www.greenberginc.com.
About Tailwind Capital
Tailwind Capital is a middle market private equity firm focused on growth-oriented investments in targeted sectors within healthcare, business services and industrial services. Tailwind partners with experienced management teams and entrepreneurs to transform businesses through organic growth initiatives, acquisitions, and operational and strategic investments. Since inception, Tailwind has managed $3.6 billion of committed equity capital, and has invested in 40 portfolio companies and over 95 add-on acquisitions.