Butler/Till Acquires Brand Cool Marketing

By Seriously, post this.June 12, 2015 No Comments

Butler/Till, a Rochester-based media and advertising agency, today announced its acquisition of Brand Cool Marketing, a recognized, national leader in clean energy, energy efficiency, and sustainability engagement.  The combined expertise in media, marketing, and behavior change will offer more opportunities for clients to connect with their customers and motivate them to take action.

“This acquisition brings three things to Butler/Till,” said Peter Infante, chief strategy officer, Butler/Till. “First, it provides further stability through diversification and provides a path for us to delve deeper into the energy sector—which is poised for explosive growth. Second, it allows us to provide even greater marketing support to our existing clients. Finally, and equally important, it allows us to merge the talents of two organizations whose missions and approach to business are highly aligned.”

Under the terms of the agreement, Brand Cool will retain its name and become a wholly owned subsidiary of Butler/Till, which purchased 100 percent of Brand Cool’s outstanding shares. It will continue to serve its multi-year contracts with state entities and utilities, and retain its status as a United States General Services Administration contractor, a women-owned business, and a New York State Benefit Corporation. Financial details of the transaction, which closed on June 1, are not public. Butler/Till projects $150 million in capitalized billings for 2015, which includes revenues from Brand Cool.

“Government entities and utilities are under constant pressure to demonstrate how taxpayer dollars result in desired outcomes,” said Sue Kochan, CEO, Brand Cool. “Our track record in delivering measurable results has made Brand Cool a key partner within the energy sector. By adding our capabilities to Butler/Till’s media and analytics expertise, we’ll continue to advance the ways we’re able to connect with consumers through campaigns that learn, provide actionable insights, and rapidly respond.”

As CEO of the newly formed subsidiary, Kochan will increase her focus on service innovation and business development. Brand Cool’s staff will join Butler/Till’s 90 employees at its headquarters in Henrietta, N.Y. For Butler/Till, the acquisition diversifies the company’s growing client portfolio into the energy and sustainability sector. Its existing client roster includes brands in telecommunications, insurance, pharmaceuticals, and healthcare.

In 2014, Butler/Till became a 100 percent employee-owned company, one of 11,000 employee stock ownership programs (ESOPs) nationally. In 2013, Brand Cool became a NYS Benefit Corporation and a certified B Corp, making it one of 1,300 companies worldwide dedicated to redefining success in business through triple bottom-line measures. These respective business certifications illustrate the shared commitment to transparency, employee well-being, and having a positive impact on our community, which results in higher client and employee satisfaction, lower turnover, and sustainable growth.

About Brand Cool

Brand Cool is a recognized national innovator in clean energy, energy efficiency, and sustainability marketing and engagement. As a certified B Corp, the agency brings a human-centered approach to their work with corporate, not-for-profit, and public entities endeavoring to address our most pressing social and environmental challenges. Brand Cool is WBENC-, WBE-, WOSB-certified and is a NYS Benefit Corporation. For more information, visit

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