New York – July 2019
– LRW Group, a global collaboration of analytics-powered marketing services companies and a portfolio company of Tailwind Capital, announced its acquisition of Greenberg Strategy, a Bay Area consultancy that specializes in custom research and strategy. This transaction represents the seventh add-on acquisition for LRW since Tailwind invested in the company in June 2015.
Greenberg Strategy comes to LRW Group with an exceptional reputation within the tech community as an expert in discovering patterns behind customer attitudes and behaviors. Its WholeHuman® approach focuses on the three centers of human intelligence that drive customer decision making: the head, the heart, and the gut. These insights guide the firm as it works with businesses to build innovative customer, brand, communication, product, and organizational strategies.
“There are a number of reasons why we’re eager to welcome Greenberg to our family, but the biggest reason is its ability to bring human understanding to businesses, especially tech businesses that all too often need human insights,” said LRW Group President and COO Jeff Reynolds. “It’s an approach that has guided Greenberg’s extensive track record of delivering impact on a global scale for Silicon Valley’s top players.”
“This is exactly the type of company that will thrive within our group,” added LRW Group Chairman and CEO Dave Sackman. “Greenberg Strategy aligns beautifully with our vision to connect deep human understanding with business impact, and their addition provides us a Bay Area platform for growth.”
Andrew Greenberg founded Greenberg Strategy in 1997 to challenge the rigid and formulaic approach that often characterized brand and communications research. In the years since, the consultancy has grown into a fully integrated qualitative and quantitative research firm that has become a preferred partner for some of the world’s biggest tech companies. Today, the firm’s roster of blue-chip partners includes iconic brand names such as Google, Facebook, Sony, Dell, Amazon, and Microsoft, among many others. As Greenberg Strategy joins LRW Group, Andrew Greenberg will remain with the company based in Emeryville, Calif. as CEO, LRWGreenberg.
“By joining LRW Group’s network of companies, and with access to a broader set of capabilities, we see big opportunities to deepen relationships with our current partners and to expand our relationships to businesses in CPG, financial services, media and other industries,” said Andrew Greenberg. “It’s an excellent fit with clear benefits for both Greenberg Strategy and LRW.”
LRW is a leading provider of analytics-based marketing services to a broad range of Fortune 500 clients. LRW leverages sophisticated analytics and deep human understanding to provide insights, marketing activation, and execution, creating efficiency and ROI for clients. For more information on LRW, please visit www.lrwonline.com.
About Tailwind Capital
Tailwind Capital is a middle market private equity firm focused on growth-oriented investments in targeted sectors within healthcare, business services and industrial services. Tailwind partners with experienced management teams and entrepreneurs to transform businesses through organic growth initiatives, acquisitions, and operational and strategic investments. Since inception, Tailwind has managed $3.6 billion of committed equity capital, and has invested in 40 portfolio companies and over 100 add-on acquisitions.