The Bloodhound Group recently took another key step toward perfecting its holistic branding approach by finalizing a strategic alliance with Radii Digital Marketing of Boca Raton, Fla. The agency also has international headquarters in Guatemala City, Guatemala.
“W
e discovered Radii Digital through our pursuit of world class digital measurement and creative attribution capability,” says BHG founder Jim Cobb. “Many firms are skilled at producing great digital creative, but we were looking for a partner who also shared our strategic approach and focus on measuring and owning the results of their creative product. Radii was a perfect match.”
Cobb was introduced to Radii principal and data scientist Juan Porras by a CEO colleague familiar with The Bloodhound Group business model. Porras had developed and was bringing to market an innovative measurement tool called Factivate, which could translate digital attribution metrics into insight and make this knowledge available on a comprehensive dashboard in real time.
“I immediately saw Factivate’s potential,” Cobb says. “The tool delivers that elusive intelligence all CEOs and CMOs seek: an understanding of how to optimize their digital marketing investment. And the real-time reporting significantly shortens the timeframe for important spending decisions, maximizing return on investment.”
Cobb’s relationship with Juan Porras led to working with his brothers, Enrique and Alejandro, who had developed a successful digital marketing agency in Central and South America and had recently opened a branch in Florida. “Over the past 18 months, when we needed help with digital strategy we turned to the Radii team to help us set up campaign measurement and baseline strategies,” Cobb says. “Since more and more of our clients have been requesting support implementing their brand strategies using digital channels, we began discussions with Radii to see how we might combine our areas of expertise for mutual benefit.”
Under the agreement, Radii will merge its operations in the U.S. with those of The Bloodhound Group. The Florida location will supplement the existing local brand management hubs in Atlanta and Raleigh/Durham. In Central and South America, Radii 
will leverage The Bloodhound Group’s research, brand strategy and brand development capabilities.
“Our Central and South American clients can benefit from BHG’s deep branding expertise,” says Radii CEO Alejandro Porras. “We have clients who would very much like to enter the U.S. market, and we will now be able to tap The Bloodhound Group’s branding expertise to guide their launch strategies.”
Another key benefit of The Bloodhound Group/Radii Digital Marketing partnership is the additional depth and expertise it brings to BHG’s Hispanic marketing capabilities. “The Radii team raises the bar on our insights into Hispanic culture and how best to reach Hispanic consumers using digital channels,” Cobb notes. “Overall, we couldn’t have found a better strategic fit for expanding our firm’s offerings to current and prospective clients.”