Through its unique mix of physical and digital events, publications and marketing services, G3 helps B2B organizations develop revenue-producing, comprehensive campaigns by providing content ideation, creation and distribution services. The company’s unique expertise in top-priority areas for B2B brands — including custom content creation, demand generation, account-based marketing and digital engagement — has attracted an impressive client roster of several Fortune 500 companies, as well as many of the fastest-growing brands in high tech, financial services and many other sectors.
“I’m delighted to bring G3 into the Emerald family, as it directly advances our mission of being a year-round partner to our customers and providing critical information and insights that will fuel their success,” said Sally Shankland, President & CEO of Emerald Expositions, in a statement. “Both the retail industry and the broader B2B sector in general are going through dramatic transformations, largely due to shifts in sales channels and changes in buyer behaviors, and G3 can help us to inform and educate our customers so that they are better prepared for these changes.”G3 Communications’ roughly 50 employees, including its founder Andrew Gaffney, will join Emerald. Gaffney will become the SVP and report to Johanna Morse, SVP of Emerald’s Creative Group. Financial terms of the deal were not disclosed.
“The rapid expansion of our B2B Marketing Exchange events has put us in a unique position for continued growth and to add value to a wider base of industries and job roles,” Gaffney said in a statement. “The prospect of leveraging Emerald’s resources, infrastructure and expertise, particularly in the event space, excites us as we look to scale our existing events and launch new ones, as well as deliver new value in the industries we serve.”