Dowden Health Media Buys Marketing Agency
Priority Integrated Marketing focuses on healthcare, financial services markets.
Dowden Health Media has acquired Priority Integrated Marketing, a Minneapolis based agency that offers marketing services to the healthcare and financial services industries.
Priority president Jim Larranaga will report to Dowden Custom Media president Sid Gokhale, while Priority COO Kathryn Hammond joins DHM as well. "This new, stronger organization-and the 100-person enterprise it creates with our Montvale, NJ and Minneapolis-based staffs-will bring to our markets a formidable breadth of expertise and depth of resources in custom content marketing, brand consulting and multi-channel messaging, encompassing social media, Web, e-mail, print and other mediums."
The Jordan, Edmiston Group represented Priority in the deal, which is Dowden Health Media’s first major move under new owners High Road Capital Partners, which purchased DHM in December as part of a sell-off of several Lebhar-Friedman assets.
Business-to-business publishers are scrambling to ramp up their marketing services offerings, some through acquisition, some through organic growth. In April, Northstar Travel Media and Summit Media launched their own dedicated marketing solutions division while in Penton Media bought online marketing firm EyeTraffic Media in March, then announced its own Marketing Services Group in April.
On the consumer side, Conde Nast last month announced a new marketing services group called Ideactive while Hearst’s iCrossing digital shop launched a new content unit called Live Media Studio that focuses on blogs, interviews, tips, videos and infographics for brand clients.