by Mike Sharkey
Staff Writer
George Swisher said the time was right.
Tom Bolling said the mix creates a “perfect formula.”
Hence, the merger of Swisher & Company and On Ideas. Swisher was the president and CEO of Swisher & Company while Bolling is the CEO of On Ideas. Thursday, the deal was inked and Swisher became the new president and partner of On Ideas.
“We started talking in June,” said Swisher, who explained that both agencies — while specializing in different areas — were at the right time and place in their development to capitalize on the merger opportunity. “We were both in transition.”
Both advertising agencies are based Downtown — Swisher is in San Marco while On Ideas is on Bay Street in the Dyal Upchurch Building.
The merger involves On Ideas absorbing the Swisher employees with the result being a 45-plus person company with $42 million in capitalized billing. Swisher intended to move his company into the Greenleaf Building, but once talks with Bolling and his partner Frank Costantini got serious, he put off the move.
Bolling said the merger presents an opportunity to combine the resources of two different companies within the same industry.
“We see this as the merger of two skill sets, necessary in today’s advertising agency business,” said Bolling. “My partner, Frank Costantini, and I come from big agency backgrounds where we honed our skills in traditional media. George brings a strong digital competency. The mix is the perfect formula for great advertising and promotion.”
Swisher said the merger will work because of the diverse clientele each brings to the new company. He said combining the national and international experience Bolling and Costantini bring with his company’s high-tech focus will make On Ideas an advertising agency capable of handling the largest of accounts regardless of the demand or location of the account.
“This is a great move for the two agencies in becoming one of the marquee agencies in the southeast,” said Swisher. “The two teams complement each other well in both management and operations. Tom and Frank bring a tremendous amount of experience that surpasses many agency leaders and we were humbled to have an opportunity like this come to the table. There is a great future for all involved in this merger.”
On Ideas may be best-known for creating Winn-Dixie’s new campaign that includes the “Getting Better All the Time” tag-line.
“They are very much a traditional agency and what they like about us is our integrated communication through technology,” said Swisher, adding Oct. 1 he and his staff will begin moving into the On Ideas offices.
Swisher also said the move isn’t designed to just take advantage of both company’s personnel assets and current business. Instead, he sees it as an opportunity for both to become bigger and better under one roof.
“This move is for us to grow the business,” said Swisher. “We entered into this under the concept that we would put our resources together because both agencies are aggressive in going after business.”
Swisher said some of his current clients include D.R. Horton, Contractor’s Best and Yogaberry. Swisher said he and Bolling informed their respective clients of the merger Friday.
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