One large local advertising agency is acquiring another. Rochester-based Partners + Napier on Tuesday announced it will acquire Roberts Communications effective Nov. 1
“This deal grew out of a long-standing relationship between two agencies that are both committed to doing great work for clients that deliver results. It was a natural next step in our growth and will add to our already stellar credentials in the health and wellness, food and beverage, and financial services categories,” said Partners + Napier founder and CEO Sharon Napier, who will continue in that role.
Officials say that a significant number of Roberts employees will move to Partners + Napier.
Courtney Cotrupe – who has been managing director of Partners + Napier – is being promoted to president of the agency.
Bill Murtha, Roberts CEO, will serve as transition consultant for Partners + Napier and will retire next year.
The negotiations were led by Napier and Murtha, both of whom had worked together more than 20 years ago as senior leaders at Eric Mower & Associates.
“Roberts had reached a point where being part of a bigger agency with a deep commitment to creating effective work, expanded resources, and more opportunities made sense,” said Murtha. “We’re enormously proud of all that Roberts has accomplished over the years, and remain committed to making sure there is an absolutely seamless transition for our clients and our people.”
Roberts employees who are joining Partners + Napier will ultimately move into Partners + Napier’s building in the High Falls area of Rochester.
“We’re very excited about this next chapter. We have a great team and this acquisition further fuels our growth and momentum,” said Cotrupe. “With additional talent and capabilities, we can provide even more value to clients.”
About half of the 40 or so employees at Roberts Communications will be joining Partners + Napier. About 20 positions will be eliminated due to the acquisition, with some employees staying on for a while to wrap up client commitments. Both agencies are located in the High Falls neighborhood, and coincidentally, Sharon Napier and Bill Murtha also are neighbors.