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Gogo to Acquire Satcom Direct

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Establishes the only multi-orbit, multi-band, global in-flight connectivity provider serving the fast-growing business aviation and military/government mobility markets

Immediately accretive transaction delivers scale benefits and significant cost synergies for enhanced value creation

BROOMFIELD, Colo., Sept. 30, 2024 /PRNewswire/ — Gogo Inc. (NASDAQ: GOGO) (“Gogo” or the “Company”) and Satcom Direct today announced entry into a definitive agreement under which Gogo will acquire Satcom Direct to create the only in-flight connectivity provider able to satisfy the performance and cost needs of every segment of the global business aviation (BA) and military/government mobility markets.  

Under the terms of the agreement, Satcom Direct will receive $375 million in cash and five million shares of Gogo stock at closing, and up to an additional $225 million in payments tied to realizing certain performance thresholds over the next four years.

Satcom Direct has an extensive international sales and service footprint and is the leading global BA geostationary (GEO) satellite in-flight connectivity service provider. In 2024, Satcom Direct is expected to generate approximately $485 million in revenue with EBITDA margins of approximately 17% on a pro forma adjusted basis. Satcom Direct generates approximately 80% of its revenue from the BA market, and approximately 20% from the military/government mobility market.

“This transaction accelerates our growth strategies of expanding our total addressable market to include the 14,000 business aircraft outside North America, and delivering solutions that meet the needs of every segment of the BA market,” said Oakleigh Thorne, Gogo Chairman and CEO. “Together, Gogo and Satcom Direct will offer integrated GEO-LEO satellite solutions that provide the highest performance of any satellite solution, along with the world-class customer support that the global heavy jet segment demands.”

“This transaction also uniquely positions us to sell our Galileo LEO solution integrated into Satcom Direct’s GEO and L-band offerings as part of a multi-band, multi-orbit solution for the fast-growing military/government mobility market,” Thorne said. “We look forward to welcoming the world-class Satcom Direct team to Gogo.”

“Satcom Direct is thrilled to be joining forces with Gogo, a company that shares our focus on delivering outstanding service and leading innovation,” said Chris Moore, Satcom Direct President. “Our businesses have highly complementary core competencies, and our combined financial strength and expertise unlocks opportunities to invest in new technology and deliver significant long-term value creation.”

Strategic and Financial Benefits

Establishes a unique LEO-GEO-ATG product line for BA. Unmatched offerings for all segments of the BA market expected to drive revenue growth – from North America ATG to meet basic connectivity needs, to integrated multi-orbit LEO-GEO solutions via combination of Gogo Galileo and Satcom’s Plane Simple GEO solutions.

Combines two respected BA-focused companies. Activates a global BA-fluent sales force and white-glove customer support team to serve Gogo and Satcom Direct customers worldwide and drive global sales of Gogo Galileo.

Provides Gogo entry into the large and fast-growing military/government mobility vertical. Satcom Direct’s existing products and expertise immediately diversify Gogo’s revenue, and when combined with Gogo Galileo, create a growth opportunity with unique integrated LEO-GEO products to serve military and government customers.

Expands platform for the sale and service of new products as technology evolves. A combined installed base of 12,000 unique global customers creates an advantageous pathway to sell upgrades to new technologies that can be installed faster and more cost-effectively than competitors’ products.

Complementary OEM and aftermarket positions will drive enhanced recurring revenue with long customer lifetimes. The combined company will be linefit offerable on more OEM aircraft models than any competitor, and have the largest aftermarket dealer network and fractional, charter and managed fleets relationships in the world.

Unlocks immediate accretion and significant cost savings. The transaction is expected to be immediately accretive to earnings and free cash flow per share and is expected to generate $25-30 million in annual run-rate cost synergies in the two years following closing. 

Strengthens financial profile with enhanced scale, attractive margins and greater cash flows. Expected pro forma 2024 revenue of approximately $890 million, adjusted EBITDA margin of approximately 24% and free cash flow of more than $100 million. Including the anticipated launch of Gogo Galileo, the combined company is expected to deliver long-term annual revenue growth in the 10% range, adjusted EBITDA margins in the mid-20% range and significant free cash flow accretion, which will support strategic investments, de-levering and return of capital to shareholders.

Transaction Details

Under the terms of the agreement, Gogo will acquire Satcom Direct for $375 million in cash, subject to customary adjustments, and five million shares of Gogo stock at closing. The agreement also provides for potential additional consideration, capped at $225 million, based on retaining and growing broadband customers above certain performance thresholds in the form of:

A royalty earnout from 2025-2028; andA buyout earnout based on 2028 results.

The transaction will be financed with a combination of cash-on-hand and $275 million in committed new debt. Gogo expects net leverage to be in the 4x range post-closing and anticipates returning to its target net leverage range of 2.5-3.5x two years post-closing.

The transaction has been unanimously approved by the Board of Directors of Gogo and remains subject to regulatory approvals and customary closing conditions and is expected to close by the end of 2024.  

Kirkland & Ellis LLP and Hogan Lovells LLP are serving as legal advisors to Gogo. BofA Securities and Morgan Stanley & Co. LLC are serving as financial advisors to Gogo. Morgan Stanley Senior Funding, Inc., BofA Securities and Deutsche Bank Securities Inc. provided financing commitments to support the acquisition. Haynes Boone, LLP is serving as legal advisor, and J.P. Morgan is serving as financial advisor to Satcom Direct.

Conference Call and Webcast Details

Gogo will host a conference call to discuss the transaction today at 9 a.m. ET. The call will be webcast live and available for replay at https://edge.media-server.com/mmc/p/r5j6sy6b.The accompanying slide presentation will be available online on the Investor Relations section of the Company’s investor website at https://ir.gogoair.com.  

Participants can use the below link to retrieve your unique conference ID to use to access the conference call.

https://register.vevent.com/register/BIba0db10ad1a8456dbfb694312a7b3fe7

About Gogo

Gogo is a leading provider of broadband connectivity services for the business aviation market. We offer a customizable suite of smart cabin systems for highly integrated connectivity, inflight entertainment, and voice solutions. Gogo’s products and services are installed on thousands of business aircraft of all sizes and mission types from turboprops to the largest global jets, and are utilized by the largest fractional ownership operators, charter operators, corporate flight departments and individuals.

As of June 30, 2024, Gogo reported 7,031 business aircraft flying with its broadband ATG systems onboard, 4,215 of which are flying with a Gogo AVANCE L5 or L3 system; and 4,247 aircraft with narrowband satellite connectivity installed. Connect with us at www.gogoair.com.

About Satcom Direct

Satcom Direct (SD) is founded on a core belief in understanding the value of time and the importance of maximizing it. The company mobilizes the most cutting-edge technologies to enable connection wherever you might be. SD’s proprietary technologies span business aviation and government sectors, with the singular goal of leading connectivity industry standards.

Harnessing a powerful combination of tools, SD delivers consistent, reliable connectivity globally. Proprietary software, hardware, terrestrial infrastructure, cybersecurity solutions and award-winning customer support create tailored data services for each individual customer mission. The aim is to enhance the passenger and ownership experience, improve efficiencies and give back precious time by providing connectivity beyond all expectations.

SD World Headquarters is located at the heart of the Space Coast in Melbourne, Florida, with 14 additional locations in 11 countries, including the UK, UAE, Switzerland, Singapore, Australia, and Brazil, plus a hardware development and manufacturing base in Ottawa, Canada. For more information regarding SD, visit www.satcomdirect.com, e-mail sales@satcomdirect.com, or call U.S. +1.321.777.3000 or UK +44.1252.554.460

Investor Relations Contact

Media Relations Contacts:

Gogo

Will Davis

+1 917-519-6994

wdavis@gogoair.com 

Gogo

Dave Mellin

+1 720-840-4788

dmellin@gogoair.com

Bryan Locke / Lindsay Molk

FGS Global

Gogo@fgsglobal.com 

Satcom Direct

Jane Stanbury

+44 7803 296 046
+1 438 998 1668
Jane@arenagroupassociates.com

Cautionary Note Regarding Forward-Looking Statements

Certain disclosures in this press release include forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements include, without limitation, statements regarding our business outlook, industry, business strategy, plans, goals and expectations concerning our market position, international expansion, future technologies, future operations, margins, profitability, future efficiencies, capital expenditures, liquidity and capital resources and other financial and operating information. When used in this discussion, the words “anticipate,” “assume,” “believe,” “budget,” “continue,” “could,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “potential,” “predict,” “project,” “should,” “will,” “future” and the negative of these or similar terms and phrases are intended to identify forward-looking statements in this press release.

Forward-looking statements are based on our current expectations regarding future events, results or outcomes. These expectations may or may not be realized. Although we believe the expectations reflected in the forward-looking statements are reasonable, we can give you no assurance these expectations will prove to have been correct. Some of these expectations may be based upon assumptions, data or judgments that prove to be incorrect. Actual events, results and outcomes may differ materially from our expectations due to a variety of known and unknown risks, uncertainties and other factors. Although it is not possible to identify all of these risks and factors, they include, among others, our ability to effectively evaluate and pursue strategic opportunities.

Additional information concerning these and other factors can be found under the caption “Risk Factors” in our Annual Report on Form 10-K for the year ended December 31, 2023, as filed with the Securities and Exchange Commission (the “SEC”) on February 28, 2024, and in subsequent Quarterly Reports on Form 10-Q as filed with the SEC on May 7, 2024 and August 7, 2024.

Any one of these factors or a combination of these factors could materially affect our financial condition or future results of operations and could influence whether any forward-looking statements contained in this report ultimately prove to be accurate. Our forward-looking statements are not guarantees of future performance, and you should not place undue reliance on them. All forward-looking statements speak only as of the date made and we undertake no obligation to update or revise publicly any forward-looking statements, whether as a result of new information, future events or otherwise.

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ANAB to Host Webinar on Department of Defense Cyber Workforce Qualification Program and ANAB Accreditation under DoD Directive 8140

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Join ANAB and Special Guests from the Department of Defense

NEW YORK, Nov. 22, 2024 /PRNewswire/ — The ANSI National Accreditation Board (ANAB) is hosting an informative webinar on the U.S. Department of Defense (DoD) Cyber Workforce Qualification Program and ANAB Accreditation under DoD Directive 8140, sharing insights into the DoD 8140 manual requirements and ANAB’s role in the accreditation process. The session will feature representatives from the DoD, who will be available for questions.

“DoD Cyber Workforce Qualification Program and ANAB Accreditation under DoD Directive 8140” will be held on December 11 from 11:30 a.m.-12:30 p.m. ET. Register via ANAB’s website.

As the manual that establishes policies and procedures for the DoD’s cyber workforce, DoD 8140 supports military service members, DoD civilians, and contractor employees performing cyber work within the scope of their assigned cyber element (IT, cyber enablers, cyber effects, cyber [intel], or cybersecurity). This informational session will provide an overview of:

DoD Directive 8140Types of Eligible ProgramsDoD Work Roles AlignmentThe DoD ProcessANABThe Difference Between Certificate and Certification ProgramsANAB Accreditation ProcessOverview of Application ProcessWebsite and Resources

The webinar will highlight information on credentialing accreditation programs that are required by the DoD, including two offered by ANAB: the Certificate Accreditation Program (ANSI/ASTM 2659 for training programs) and the Personnel Certification program (ISO/IEC 17024 for certifications).

For more information about this webinar, please contact ANAB’s Caitlin O’Connell (202.384.0184; coconnell@anab.org).

About ANAB

The ANSI National Accreditation Board (ANAB), a wholly owned subsidiary of the American National Standards Institute (ANSI), is the largest multi-disciplinary ISO/IEC 17011 accreditation body in North America, with comprehensive signatory status across the multilateral recognition arrangements of the International Accreditation Forum (IAF) and International Laboratory Accreditation Cooperation (ILAC). The ANAB accreditation portfolio includes management systems certification bodies, calibration and testing labs, product certification bodies, personnel credentialing organizations, forensic test and calibration service providers, inspection bodies, police crime units, greenhouse gas validation and verification bodies, reference material producers, and proficiency test providers. For more information, visit www.anab.org.

About ANSI

The American National Standards Institute (ANSI) is a private non-profit organization whose mission is to enhance both the global competitiveness of U.S. business and the U.S. quality of life by promoting and facilitating voluntary consensus standards and conformity assessment systems, and safeguarding their integrity. Its membership is comprised of businesses, professional societies and trade associations, standards developers, government agencies, and consumer and labor organizations.

The Institute represents and serves the diverse interests of more than 270,000 companies and organizations and 30 million professionals worldwide. ANSI is the official U.S. representative to the International Organization for Standardization (ISO) and, via the U.S. National Committee, the International Electrotechnical Commission (IEC). For more information, visit www.ansi.org and access the latest news and content on LinkedIn, X, and Facebook.

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SOURCE American National Standards Institute

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Pricing Software Market Skyrockets to $2,875.61 Million by 2031 Dominated by Tech Giants – Epicor Software Corp, PROS Holdings Inc and Revalize, Inc | The Insight Partners

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The global pricing software market is set for explosive growth, with projections indicating a surge to $2,875.61 million by 2031. This remarkable expansion, driven by increasing penetration of mobile devices and boosting the subscription base for pricing management software or platforms.

NEW YORK, Nov. 22, 2024 /PRNewswire/ — According to a new comprehensive report from The Insight Partners, the Global Pricing Software Market is observing significant growth. Business processes are becoming increasingly dependent on the cloud and advanced automation systems. Thus, rising upgrades in existing legacy pricing management and optimization software and the growing need for competitive pricing strategies are driving the pricing software market. For Detailed Market Insights, Visit: https://www.theinsightpartners.com/reports/pricing-software-market

The report runs an in-depth analysis of market trends, key players, and future opportunities. In general, the Pricing Software market comprises a vast array of wall and deck mount which are expected to register strength during the coming years.

Market Overview and Growth Trajectory:

Pricing Software Market Growth: According to an exhaustive report by The Insight Partners, the Pricing Software Market is experiencing significant growth, driven by digital transformation globally and continuous growth in manufacturing industry. The market, valued at $1,204.44 million in 2023, is expected to grow at a Compound Annual Growth Rate (CAGR) of 11.5% during 2023–2031.

For More Information and To Stay Updated on The Latest Developments in The Pricing Software Market, Download The Sample Pages: https://www.theinsightpartners.com/sample/TIPRE00013237/

Considering the current environment where inflation, consumer awareness, and the number of players are increasing, pricing has become one of the important factors as it affects the overall business and its growth. Competitive pricing strategies help companies across the globe to reduce losses and increase the profitability of the company by analyzing a variety of factors that are affecting the pricing of particular goods and services. One of the factors that allow users to understand is price elasticity and demand dynamics. Price elasticity is one of the notable factors in the business as it measures customer sensitivity toward price changes. This helps identify consumer behavior and further optimize the price accordingly. In addition, it also helps analyze the competitors’ prices across the sales channels. With this data, companies can come up with competitive prices as the competition is getting fierce and the need for competitive advantages is increasing. This competitive pricing strategy is highly beneficial in setting dynamic prices. Owing to the increased penetration of e-commerce and other online marketplaces, the trends of dynamic prices have increased. Pricing software helps the users not only identify customer behavior and competitors’ analysis but also helps in pricing management across the sales channel, which ultimately leads to increased adoption of the pricing software.

Digital Transformation globally: Digital technologies are transforming how businesses and consumers operate across the globe. Due to the COVID-19 pandemic, there was a rapid rise in the adoption of digital technologies. Digitization saved many companies during the pandemic as they adapted to remote work cultures and online operations. Developing economies such as India, China, South Africa, Brazil, and Argentina are adopting advanced digital technologies in various sectors, such as manufacturing, manufacturing, e-commerce and retail, and IT and telecom, to enhance productivity and economic growth. For instance, the Digital India initiatives launched by the Indian government improved the online infrastructure and increased internet accessibility in most of the rural areas. With these initiatives, the penetration of e-commerce and other online marketplaces increased, ultimately driving the demand and production of consumer goods. Many companies across the globe are prioritizing digital transformation over other upgrades of business processes.

Stay Updated on The Latest Pricing Software Market Trends: https://www.theinsightpartners.com/sample/TIPRE00013237/

Data analytics has become a powerful tool for businesses to benefit from valuable insights and make informed decisions due to the massive amount of data generated. Data analytics is experiencing a revolution in tools, technologies, applications, and adoption. The industry is evolving rapidly, and companies are heavily investing in turning data and analytics into competitive advantage. According to most big data experts, the amount of data generated is expected to increase dramatically during the forecast period. For instance, the report from Seagate’s Data Age 2025 estimates that the amount of data generated worldwide is expected to reach 175 zettabytes by 2025. The massive increase in the number of people working from home or remote locations, studying, and spending time on the internet is driving data expansion. Such a high amount of data, when processed with the help of artificial intelligence integrated within the pricing software, is expected to provide a detailed and very insightful analysis to its end users, which will help them to optimize and manage the price.

Geographical Insights: In 2023, North America led the market with a substantial revenue share, followed by Europe and Asia Pacific. Asia Pacific is expected to register the highest CAGR during the forecast period.

Pricing Software Market Segmentation, Applications, Geographical Insights:

Based on type, the market is divided into cloud based and on-premise. The cloud segment held the largest share of the pricing software market in 2023.Based on enterprise size, the market is bifurcated into small and medium enterprises and large enterprises. The large enterprises segment held the largest share of the Pricing Software market in 2023.Based on industry vertical, the market is categorized into manufacturing, travel and hospitality, it and telecom, retail and e-commerce, food and beverages, BFSI and others. The manufacturing segment held the largest share of the pricing software market in 2023.The Pricing Software market is segmented into five major regions: North America, Europe, APAC, Middle East and Africa, and South and Central America.

Purchase Premium Copy of Global Pricing Software Market Size and Growth Report (2023-2031) at: https://www.theinsightpartners.com/buy/TIPRE00013237/

Key Players and Competitive Landscape:

The Pricing Software Market is characterized by the presence of several major players, including:

Epicor Software CorpPROS Holdings IncRevalize, IncCompetera LimitedPrice f(x) AGPrisyncWebcentric D.O.O.Zilliant IncBlackCurve Solutions LimitedSkuuudlePriceBeamFlintfoxSniffie Software Ltd.EversightMinderestWiser Solutions, Inc.ReactevPrice EdgeToptal, LLCRetalon

These companies are adopting strategies such as new product launches, joint ventures, and geographical expansion to maintain their competitive edge in the market.

Pricing Software Market Recent Developments and Innovations:

“The vision of Sniffie, a startup from Helsinki, Finland is to democratize ecommerce by enabling the equal use of machine learning in pricing for small and mid-sized ecommerce businesses. To reach this goal, Sniffie secured a total of US$2.75M seed funding.””Wiser Solutions launched the next iteration of its Commerce Execution Suite, with enhanced offerings in its Price Intelligence, Reseller Intelligence, and Retail Execution products. These improvements are made possible due to strategic partnerships in the commerce execution space and targeted investments into product and feature enhancements specific to the everyday jobs of prospects and customers.””Tech Mahindra, a leading provider of digital transformation, consulting, and business re-engineering services and solutions, announced a global strategic partnership with Retalon, a leader in retail AI and predictive analytics solutions. The partnership will enable Retail and CPG organizations to gain better customer insights, improve decision-making, and enhance operational efficiency.””In 2023, Epicor, a global leader of industry-specific enterprise software to promote business growth, announced that for the second time in a row, it has been positioned as a Leader in the Nucleus Research Configure Price Quote (CPQ) Technology Value Matrix published in November 2023. Nucleus evaluated Epicor CPQ is a comprehensive solution that streamlines the quoting process by automating configuration, pricing, and quoting. It enables businesses to handle complex product configurations efficiently, set accurate pricing based on rules, and automate the generation of professional quotes. Epicor CPQ can be used as a standalone product or integrated with the Epicor Industry ERP Cloud.””In 2024, Flintfox was named a member of the prestigious Microsoft Business Applications Inner Circle 2024/2025 for the eighth year running. The Inner Circle is one of the ways in which Microsoft recognizes its partners and is an exclusive peer-to-peer network between partners and Microsoft executives and leaders. As a member of Microsoft Business Applications Inner Circle, Flintfox has access to exclusive resources and early visibility of the Microsoft product roadmap, ensuring the circle can continue to enhance and develop the Flintfox solution in line with customers’ needs and infrastructure.”

For Region-Specific Market Data, Check Out Brief Sample Pages: https://www.theinsightpartners.com/sample/TIPRE00013237/

Pricing Software Market Drivers, Challenges, Future Outlook and Opportunities:

According to the experts, the more data is processed within the pricing software, the more accurate results can be obtained. Thus, massive data generation, increased investments in data analytic tools, and the presence of AI-integrated pricing software are expected to generate lucrative opportunities for the pricing software market.

According to Cisco, by 2024, ~75% of startups in Canada will have a digital-first strategy. Moreover, over 50% of SMEs reorganized their company structure in Canada. The rising adoption of digital technologies has increased the demand for the replacement of conventional pricing management and data collection methods. The growing preference for digital transformation is driving the pricing software market.

Based on industry, the market is segmented into manufacturing, travel and hospitality, IT and telecom, retail and e-commerce, food and beverages, BFSI, and others. The manufacturing industry registered the largest market share of 23.6% in 2023 in the pricing software market and is projected to maintain its dominance during the forecast period. In manufacturing, companies are required to migrate data while upgrading enterprise resource planning platforms. The companies are investing in building new data warehouses and advanced pricing analytics tools by moving their existing systems to the cloud platform. Cloud migration service is gaining popularity in the manufacturing sector owing to its benefits, such as cost savings, improved pricing management, high scalability, collaboration, security, productivity, and automation. Globally, the manufacturing industry is witnessing substantial growth owing to the surging investments in digitalization and price management platforms. In addition, manufacturing companies across the globe are focused on expanding their geographical presence. This is influencing the rise in the number of distributors across the globe. Additionally, owing to the increasing competition, pricing software plays an important role in the manufacturing sector, influencing companies to adopt competitive pricing strategies.

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The cloud-based segment held a larger share of the pricing software market in 2023, accounting for 72.9%. The segment is expected to account for a share of 75.2% by 2031. An on-premises deployment is an approach wherein pricing management and optimization software are implemented and used from clients’ in-house servers. These traditional solutions offer customers complete control over pricing platforms, applications, systems, and data, which can be handled and managed by their internal staff. In organizations where user credentials are critical for business operations, such as banks and insurance companies, the adoption of on-premises deployment is higher as it can control the systems from the enterprise’s physical or owned location. Further, the on-premises segment is likely to witness steady growth due to the constantly growing adoption of pricing software solutions across banks, insurance companies, and the government sectors. eZee FrontDesk offers on-premise pricing software or revenue management solutions, including hotel channel management.

Conclusion:

The integration of AI and machine learning is expected to become a key trend in the pricing software market, transforming how organizations manage and optimize prices. In the continuously changing world of business and competitive scenarios, the need for more accurate data is high. Adoption and integration of such technologies to better understand their customers and optimize strategies for increased profits. With the help of Artificial Intelligence pricing engines, companies can analyze the data at minute levels such as weather, seasonality, days of week and time, events, and holidays. This type of software goes beyond the conventional pricing analysis methods and uses advanced and modern algorithms to analyze complex patterns, customer behavior, market trends, and other related factors in real time.

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With projected growth to $2,875.61 Million by 2031, the Pricing Software Market represents a significant opportunity for component providers, system technology integrators, system manufacturers, investors, industry stakeholders, end users and others. By staying abreast of market trends, embracing innovation, and focusing on quality and performance, companies can position themselves for success in this dynamic and evolving market landscape.

Related Report Titles:

Retail Pricing Software Market Size and Forecasts (2021 – 2031)Subscription Revenue Management Software Market Size and Forecasts (2021 – 2031)Customer Revenue Optimization Software Market Size and Forecasts (2021 – 2031)Cash Management System Market Size and Forecasts (2021 – 2031)

About Us:

The Insight Partners is a one stop industry research provider of actionable intelligence. We help our clients in getting solutions to their research requirements through our syndicated and consulting research services. We specialize in industries such as Semiconductor and Electronics, Aerospace and Defense, Automotive and Transportation, Biotechnology, Healthcare IT, Manufacturing and Construction, Medical Device, Technology, Media and Telecommunications, Chemicals and Materials.

Contact Us:

If you have any queries about this report or if you would like further information, please contact us:

Contact Person: Ankit Mathur
E-mail: ankit.mathur@theinsightpartners.com
Phone: +1-646-491-9876
Press Release: https://www.theinsightpartners.com/pr/pricing-software-market

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Chernoff Newman Launches Test Unit, a Hybrid PR/Social/Creative Offering

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CHARLESTON, S.C., Nov. 22, 2024 /PRNewswire/ — Chernoff Newman, a Southeast-based integrated marketing agency, has launched Test Unit, a hybrid offering made to give small and mid-sized brands a crack at big attention.

Co-led by Peter LaMotte, president of strategic communications, and Dan Jividen, group creative director, the effort unites the agency’s deepest and oldest practices to give clients a chance to experiment with ideas built to spark earned-media interest and start conversations – with fewer hurdles and without massive spend.  

“Not every brand is Wendy’s or Liquid Death. Most don’t have the budget or bravado to take big swings right out the gate,” Jividen said. “That’s what we’re here for: to help them take nibbles before they gulp.”

The goal is to take small and mid-sized clients on culturally inspired adventures that generate ideas meant to be touched, talked about and shared. That can all be a much less intimidating proposition with seasoned communications experience baked in. “We do not put our clients’ brands at risk,” said LaMotte, who has worked with numerous international clients to build awareness and manage their reputations. “But we’ll always push to take calculated and strategic chances to better their business. If we’re not doing that, we’re not giving them our all.”

Jividen, formerly with Weber Shandwick, knows the power of those ideas and their ability to level the playing field. “No longer the domain of big brands alone, today’s media landscape is fractured and amorphous. Smaller brands may take advantage with a sizable voice,” he said. The new effort’s process carries that amorphous spirit: teams are cast and then disbanded at each project’s end, making every opportunity its own fresh ecosystem. 

The agency’s long-term and trusted client relationships were the inspiration for the new offering and key to its success. “Test Unit is a reformulation of our assets and strengths,” LaMotte said. “When we bring it to clients, we’re relying on them to take a leap…and to trust us like they always have.”  

About Chernoff Newman

Chernoff Newman is a fully integrated marketing communications firm specializing in sectors like agriculture, education, healthcare, and infrastructure. Core services include advertising, branding, public relations, and crisis management. Offices are in Columbia and Charleston, SC; Charlotte, NC; Orlando, FL; and Washington, DC. Learn more at chernoffnewman.com.

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SOURCE Chernoff Newman

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