October 9th, 2019

SFW Acquires Quixote Group Research, Marketing & PR

Deal will add depth in communications and qualitative research.

SFW has announced that it has purchased Greensboro, N.C.-based Quixote Group Research, Marketing and PR. The acquisition will deepen the company’s strategic communications and public relations disciplines and will bring qualitative research expertise to complement the company’s existing research business. Terms of the deal were not disclosed.

“The addition of Quixote Group brings together two companies with complementary skills and very similar philosophies and values,” said Ged King, chief executive officer for SFW. “This gives us more resources to help grow our clients’ businesses, more career growth opportunities for all of our employees, and a greater set of capabilities that marketers are looking for in a full-service agency.”

With the acquisition, SFW will have 64 employees based at its headquarters in Greensboro, N.C., and at its office in Raleigh, N.C. Both companies have partnered with U.S. and international clients across a wide range of categories, including consumer goods, health and oral care, commercial transportation, textiles and apparel, education and industrial.

“This will create many exciting new opportunities for growth, both for our employees and our clients,” said Chuck Mattina, president of Quixote Group. “Our firms have been collaborating for several months, and we recognized that our cultures and skillsets are a great fit. The acquisition will allow us to work together to develop a long-term growth plan as one entity rather than two.”

Mattina will join SFW as a senior vice president and will focus on building the company’s communication and content business, as well as providing qualitative research support to SFW’s research business unit. Kim Doran, Quixote Group’s founder and CEO, will play a key role during the integration of the two firms and will lend her more than four decades of strategic communications experience to the company.

“SFW was recently recognized as one the Adweek 100 Fastest Growing Agencies in the world, and we were named as one of the 50 fastest-growing private companies in Triad by the Triad Business Journal, so the timing of this will allow us to build on our momentum,” added King. “We’re excited to add the Quixote Group team to the SFW family, and we look forward to doing great things together.”