Barkley, one of the largest independent creative idea companies in the U.S., acquired Smiths Agency, an independent marketing company focused on delivering world-class ideas and strategies for food and beverage brands. Smiths has 45 employees with a client roster that includes Premier Protein, NatureSweet Tomatoes, Spangler Candy (including the Dum-Dums brand), Amy's Kitchen and Eggland's Best Inc.
“Food is an emotional category, and Smiths has always been focused on knowing what’s going on in people’s heads, hearts and lives. This naturally aligns with Barkley’s culture and modern consumer focus, so we look forward to becoming one Barkley.”
“We're excited to bring Whole Brand Thinking more broadly into the food and beverage category,” said Jeff King, CEO of Barkley. “Our modern consumer focus combined with Smiths category expertise will combine to benefit current and future clients.”
Smiths Agency is located in Pittsburgh, Penn., home to one of Barkley’s existing offices. The coming together of the two offices creates a combined team of more than 60 in the mid-Atlantic region, which is rich with food and beverage brands. Smiths will transition to the Barkley brand to become part of one agency. The addition of Co-Chief Creative Officers Lindsey Smith and Bronson Smith, and their team’s experience with more than 100 food and beverage brands over 20 years, complements Barkley’s creative depth and skill.
“This acquisition is the natural next chapter for our 20-year agency, allowing us to tap into the benefits of a larger, national network and the strategic resources that Barkley has to offer. The fact that Barkley already had a presence in our hometown of Pittsburgh and is committed to growing in this market — that was icing on the cake,” said Lindsey Smith, Co-Chief Creative Officer of Smiths Agency. “Food is an emotional category, and Smiths has always been focused on knowing what’s going on in people’s heads, hearts and lives. This naturally aligns with Barkley’s culture and modern consumer focus, so we look forward to becoming one Barkley.”
This acquisition adds to Barkley’s current portfolio of clients in the food and beverage category that includes Justin's, Dairy Farmers of America, Riceland Foods, Inc., Community Coffee and Monster Energy.
About Smiths Agency:
Smiths Agency is an independent marketing company laser focused on delivering world-class ideas and strategies for food and beverage brands. Our experience spans over 100 brands in 20 years, from icons to startups.
Barkley is an independent creative idea company that builds whole brands for modern consumers, employees and all stakeholders. We do this through three idea centers: strategy, design and activation. As a Certified B Corporation, we believe all brands, including ours, can be a force for good in the world. Learn more at barkleyus.com.