Yesler Buys B2B Comms Firm Emphatic Thinking

In the US, B2B marketing agency Yesler has acquired marketing strategy firm Emphatic Thinking, which uses academic research and market analysis to develop positioning and comms for clients. Terms were not disclosed.

Founded in 2014 by Eric Duerr (pictured), Seattle-based Emphatic Thinking uses a proprietary methodology called GTM (go-to-market) to assess the persuasive value of claims made for and against a brand offering. Its Emphatic Research division focuses on understanding GTM challenges using quant and qual approaches, and provides evidence-based recommendations for how a company can integrate research results into messaging.

With the deal, the firm's solutions and expertise will be added to Yesler's suite of B2B marketing services for demand generation, marketing operations and customer advocacy. Yesler co-founder and President David Jones comments: 'We see the combination of Yesler's creative, media and martech and Emphatic's proprietary methodology for strategic positioning as a highly differentiated, results-driven approach that global organizations can use to position themselves strategically and prove their value to customers'.

Web sites: www.yesler.com and www.emphaticthinking.com .