Creative Shop Breensmith Merges Under Digital Agency Chemistry

Breensmith Was Just Named Advertising Age's 2016 Small Agency of the Year in the Southeast

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New Chemistry Atlanta President Tim Smith; Chemistry Atlanta Chief Creative Officer Chris Breen and Chemistry CEO Ned Show
New Chemistry Atlanta President Tim Smith; Chemistry Atlanta Chief Creative Officer Chris Breen and Chemistry CEO Ned Show Credit: Courtesy of Chemistry
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Creative shop Breensmith has merged with digital agency Chemistry and will operate under Chemistry's name and out of its Atlanta office going forward.

Breensmith, recently named Advertising Age's 2016 Small Agency of the Year in the Southeast, has 10 staffers in Atlanta and earned $2 million in revenue last year, with projected revenue of $3 million for 2016. Some of the agency's clients include Cancer Treatment Centers of America, D4C and Black Book.

Tim Smith and Chris Breen, co-founders of Breensmith, will serve as president and chief creative officer of Chemistry's Atlanta office, respectively. They will report to Chemistry CEO Ned Show.

"It's a merger in all the ways in which two organizations can come together," said Mr. Show. Even though the Breensmith name is going away and its staff is moving into Chemistry's space, Mr. Show said the deal was not an acquisition and involved no financial exchange.

After the merger, Chemistry's two offices – Atlanta and Pittsburgh – have 100 staffers and $100 million in billings. Chemistry counts among its clients H&R Block, Marriott, Siemens, PNC, The New York Philharmonic and others.

"I really feel like Chemistry is positioned to be what big brands and CMOS are looking for – a hands-on senior team without all the bureaucracy and the duration it takes for bigger, complex holding company agencies to deliver work," said Mr. Show.

Mr. Smith said when he and Mr. Breen founded Breensmith in 2006, they had two main goals to hit by its 10-year anniversary: be the best creative firm in the Southeast and "make ourselves viable enough to be looked at by other agencies."

The agencies complement each other and don't have a lot of redundancies in terms of skillsets, Mr. Breen said, with Chemistry offering strong digital capabilities and Breensmith coming in with creative expertise.