Goodway Group Buys Growth Marketing Agency Tuff

US-based digital media and marketing services firm Goodway Group is acquiring growth marketing agency Tuff - founded in 2016 by former Nielsen marketer Ellen Jantsch - for an undisclosed sum.

Tuff builds custom teams that act as in-house growth marketing departments, specializing in pinpointing clients' value propositions, setting up conversion tracking and analytics, auditing e-mail flows to identify testing opportunities, keyword research and audience development. In addition, the agency offers creative for ads, e-mail and landing pages, along with web design.

Jantsch (pictured) will continue as CEO of Tuff, reporting to Goodway Group President Jay Friedman. Tuff's brand and its full team will continue to operate independently as a division of Goodway Group, which says the acquisition aids its own expansion, including the growth of its digital transformation consultancy CvE.

Friedman comments: 'Growth marketers are upending conventional marketing practices by being a source of revenue and the CFO's number one way to drive growth. Goodway Group's deep knowledge of measurement, Tuff's strength in growth marketing, and CvE's expertise in digital transformation will help larger marketers adopt growth marketing principles to better connect marketing to the C-Suite'.

Web sites: www.goodwaygroup.com and www.tuffgrowth.com .