Strategic Fusion: Dallas Employment Branding Agency MindHandle Acquired by California Consultancy

The merger combines MindHandle's "brand magnetism" with California-based Liquid Agency's expertise to redefine brand engagement for consumers and employees alike. Liquid Agency’s current and former clients include Walmart, Nasdaq, Google, UGG, Nike, Nordstrom, Microsoft, and more.

Dallas-based employment branding agency MindHandle has been acquired by Liquid Agency, a brand consulting and activation company based in San Jose, California.

Liquid Agency said the move builds on its recent momentum in optimizing and aligning employee, customer, and brand experience among their service offerings. Liquid Agency’s current and former clients include Walmart, Nasdaq, Google, UGG, Nike, Nordstrom, Microsoft, GE, Silicon Valley Bank, John Deere, and Ernest Packaging Solutions.

Financial details were not disclosed.

“With the ever-changing landscape of how employers need to pivot post-pandemic to remain competitive, Liquid Agency’s employee experience and culture practice is currently our area [of] greatest growth and demand,” Liquid Agency CEO Scott Gardner said in a statement. “Joining forces with MindHandle, a pure-play employee experience agency, allows us to add scale and fresh ideas for the future.”

Boosting ‘brand magnetism’ for consumers and employees

Established in 2010, MindHandle is an employee communications agency that helps companies attract and retain talent in large, distributed workforces.

The agency said its perspective on “brand magnetism” centers on aligning consumers’ and employees’ systems of belief to drive success.

“The world’s greatest brands don’t just tell us what to do and what to buy. They remind us of who we really are. That awakening shouldn’t be limited to our experiences as consumers. That should happen at work, where we spend a third of our lives,” MindHandle CEO Eric Harris said in a statement.

MindHandle said the firm believes a lack of alignment between customer and employee values often leads to brand struggles.

Integrating MindHandle’s approach and expertise builds on Liquid Agency’s leading position as a comprehensive consultancy, the firm said.

Expanding company footprint 

Harris will join Liquid Agency as practice lead for employee experience to further shape and grow this area of focus and importance for Liquid and their clients.

“This is a dream for MindHandle because we’ve always taken pride in building brands from the inside out. With the Liquid Agency team, we’ll be better able to support our clients across the entire spectrum of branding, from employee to customer experience,” Harris said.

Gardner also noted how valuable MindHandle’s client-specific expertise is:

“Gaining a rich portfolio of staff experience from brands like TopGolf, Callaway, Frost Bank, Texas Health, Nothing Bundt Cakes and True Food Kitchen simply broadens our industry expertise and provides access to companies in the South-Central U.S. region,” Gardner said.

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