Expansion creates one of the nation’s largest agencies serving industry-leading food and agriculture clients
broadhead, an employee-owned, data-driven, creative agency powering brands that transform how we eat, move and live, has acquired Filament, a Madison, Wisconsin-based agency specializing in production and recreational agriculture.
With a segment-leading client portfolio, Filament has a strong history in helping client brands resonate with the end-user and influencer audiences they know well. The agency was founded in 2004 and currently employs 50 people.
“At broadhead, we’ve long respected Filament’s work, their people and its role as a thought leader in the agricultural marketing space,” said Dean Broadhead, founder and CEO of broadhead. “Together, we’ll have added depth across teams that will help us build opportunities for our clients and for our people.”
The two agencies will combine teams to elevate best-in-class services in several areas that benefit the overall client portfolio, like creative, data science, digital experience, brand strategy, public relations, media planning/buying and social influence.
“We’re two independent agencies who have been growing parallel to one another in this space for the last two decades,” said Filament founder and CEO Ed Peck. “With a combined team and client roster, we’re creating great power to serve growing portfolios, develop our teams, expand into new markets and be responsible for the future of agriculture.”
broadhead has a long history of powering brands that transform how people eat, move and live — brands like Abbott Labs, Boehringer Ingelheim, Cravings by Chrissy Teigen, Daimler Truck, Freightliner, Good Foods, St. Jude Children’s Research Hospital, Wilbur-Ellis and Ziegler. To see the agency’s work, visit https://broadheadco.com/work/.
broadhead is a 220-person, employee-owned, data-driven creative agency with offices in Minneapolis, Charlotte and Portland. Doubling in size over the past two years, broadhead ranks among the nation’s top 40 independent marketing agencies, serving a diverse roster of Fortune 500 clients in the food, agriculture, healthcare, transportation and retail arenas. broadhead offers core services in strategy, creative, content studio, media planning/buying, environmental design, public relations, social, data science, digital experience and CRM.
A member of the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s), broadhead is committed to diversity, equity, and inclusion and achieved its Workplace Enlightenment Certification from the 4A’s in 2022.
Filament’s Madison, Wisconsin-based team combines firsthand farming experience with whip-smart marketing expertise to drive real, impactful change. From animal nutrition to crop protection, our marketing capabilities help deliver positive results for clients and lasting impact on the agriculture industry.