For decades, gated content was the default play in B2B marketing. Offer a whitepaper, require an email address, and grow a lead database. That approach worked when information was scarce.

Today, information is everywhere.

In the commercial real estate industry, investors, property management groups, fund managers and development partners have immediate access to relevant, growth-oriented insights. Increasingly, that research happens through AI-powered search, industry media, LinkedIn commentary and conference coverage long before someone ever fills out a form.

In 2026, the firms making the biggest impact are treating gated content differently. Instead of using gates to generate volume, they use them to qualify real interest. With CRM data, investor intelligence platforms and AI-enabled prospecting tools, firms often already know who their target investors or partners are before a form is ever filled out. The focus has shifted away from capturing large numbers of low-intent leads toward identifying meaningful engagement from the right audiences.

At the same time, research and discovery increasingly happen outside of gated assets. Investors encounter data, insights and valuable industry perspectives through commercial real estate and finance trade media, LinkedIn discussions, conference coverage and targeted paid distribution before ever visiting a corporate website.

That means the strongest ideas and educational content must be accessible and actively shared across those channels if firms want to be part of the early research and vetting process.

At its heart, the guiding principle is simple: make it easy to learn about you and make it meaningful to signal interest.

Defining Gated Content in Commercial Real Estate

In B2B marketing, gated content is content that requires users to submit information through a form before accessing it. The exchange is simple: the visitor receives a piece of content, such as a research report, whitepaper, webinar, case study or investor presentation, and the company captures contact details or qualifying information in return.

Historically, this approach has been used to build prospect databases and generate leads, particularly in industries where buying cycles are long and decisions involve significant research and evaluation. In sectors like commercial real estate and alternative investments, gated content has often included detailed reports, investment decks or high-value, proprietary data designed to help identify prospective investors or partners who are moving deeper into the diligence process. From there, firms can nurture leads, invite them to events, serve tailored content and take other steps in their outreach cycle.

However, the definition of “high-value content” has evolved. At the same time, some B2B companies have begun placing increasingly routine or low-value materials behind a gate, which can lead to frustration among real estate audiences. Today’s decision-makers want meaningful information, and they expect to access it immediately.

Why Gated Content Needs a New Strategy in the AI Era

Search behavior has changed dramatically, and is a significant driver in the need for fast, accurate answers. Investors and partners now rely on AI-driven search tools, real-time market commentary and transparent insights to evaluate firms long before they speak with an Investor Relations or project team.

If your best content is locked behind a form, it is effectively invisible to search engines and AI systems.

Platforms like ChatGPT, Gemini, Copilot, Perplexity and others primarily surface information from publicly accessible content. A recent analysis from Muck Rack found that more than 89 percent of links surfaced by generative AI tools come from earned and owned media sources rather than gated assets.

In practical terms, this means AI platforms primarily reference content that anyone can access. If a firm’s expertise is locked behind a form, it is far less likely to appear in AI-generated answers, search summaries or industry research results.

Ungated content now plays a direct role in:

• AI discoverability
• Search engine rankings
• Brand authority
• Investor trust

Gated content still has value, but only when it aligns with how real diligence and investor evaluation happen.

See that even Google Searches often return a Gemini AI answer based on key ungated articles in 2026. 

What Should Be Ungated

Ungated content acts as your firm’s public proof of expertise. It is what investors, analysts, journalists and AI-powered LLMs use to understand your strategy, track record and point of view. Keeping this material open improves search rankings, increases AI discoverability and shortens the time it takes for an investor to understand your value.

Commercial real estate firms should typically keep the following content ungated:

• Market commentary and sector outlooks
• Economic perspectives impacting CRE and capital markets
• Investment strategy explainers
• Portfolio case studies and project highlights
• Risk management and ESG frameworks
• Industry trend analysis and research

This type of content builds credibility and positions a firm as a knowledgeable operator in the market. Because these assets are often rich with keywords and insights, they generate far more value when they are searchable and shareable than when they sit behind a gate.

The Role of Social Media and Paid Distribution

Ungated content does its best work when it is actively distributed. Investors rarely discover a firm’s thinking by navigating directly to its website. More often, they encounter insights through trade publications, thought leadership and social content.

When market commentary, strategy explainers and case studies are ungated and shareable, they can circulate across earned media, social channels and paid campaigns, meeting investors where research and early vetting actually happen. Over time, that visibility compounds.

Firms that consistently contribute useful insights across these channels become familiar names in the market. When those same firms later promote gated materials such as full reports or investor briefings, the audience encountering them already understands their credibility and perspective.

What Should be Gated

Gates should be used when someone is clearly evaluating your firm or moving toward a relationship. These moments signal real intent and justify a controlled access point.

Deep diligence materials that may belong behind a gate include:

• Detailed investment decks or offering memorandums
• Portfolio holdings and property-level performance data
• Scenario modeling tools and underwriting worksheets
• Operational documentation and diligence materials
• Proprietary research or internal data sets

Investor-only communications such as quarterly letters, capital calls, distribution notices and fund updates should also remain controlled.

Gated content also plays an important role in targeted outreach and direct-response campaigns. Once credibility has been established through ungated insights and market visibility, deeper materials can be promoted to specific investor audiences through paid campaigns or direct distribution.

In this context, the gate is not a barrier. It is a signal. It helps identify investors or partners who are ready to move from general research into deeper evaluation.

How CRE and Investment Firms Should Use Gated Content 

A gate should trigger a human response, not just a marketing automation sequence. When someone requests gated material, it should create a task in your CRM, prompt a personalized follow-up, and support a real conversation with your team. If it does not provide a meaningful signal of intent, it is not worth gating.

Most firms already know who their priority prospects are. What they need is deeper context about:

• Risk tolerance
• Investment time horizon
• Strategy alignment
• Where someone sits in their diligence process

Instead of simply collecting email addresses, gated experiences should capture more meaningful qualification data. For example:

• Investor type
• Accreditation status
• Assets under management
• Geographic focus
• Strategy interest
• Relationship stage

When integrated with CRM and marketing automation systems like HubSpot, this information becomes an intelligence layer that helps firms prioritize outreach and tailor investor communications. This is where marketing, investor relations, data strategy and compliance begin to intersect.

When used correctly, gates enrich first-party data rather than simply capturing contact information.

The 2026 Framework for Gated Content

The modern framework for gated content is straightforward. Keep educational and trust-building insights open so investors, analysts, and AI platforms can easily understand your thinking. Gate only the materials that signal real intent or belong within an existing relationship.

This approach creates a cleaner investor journey, strengthens your brand authority, and provides better signals about who is ready for a meaningful conversation.

Post Summary: Gated Content Strategies for Commercial Real Estate

• Gated content should function as a qualification tool, not a high-volume lead generation tactic.

• Ungated insights improve discoverability across search engines and AI platforms such as ChatGPT, Gemini, Copilot and Perplexity.

• Most investors encounter firms through earned media, LinkedIn commentary, conference coverage, and industry research before visiting a website.

• Thought leadership, market commentary, and case studies should typically remain ungated to build trust and authority.

• Gates are most effective for due diligence materials and investor-specific information.

• A gated download should trigger direct follow-up from a real person, not just an automated nurture campaign.

• Modern gating strategies should capture meaningful investor data, not just email addresses.
• When used correctly, gated content helps identify high-intent investors or partners who are ready for deeper engagement.

When a legacy department store space goes dark in today’s retail environment, it can easily signal a property’s decline. It becomes a headline that reflects the shifting realities of brick-and-mortar retail.

At Identity, we know these headlines well. Over nearly 30 years working in retail and commercial real estate PR, we have announced hundreds of anchor tenants across the country. What has changed, however, is the pace at which new anchors fill existing retail space. In recent years, we have announced more closures than openings.

What remains consistent is the evolution of the anchor itself. Experiential and entertainment-driven tenants are increasingly replacing traditional department stores, creating new incentives for guests to visit more frequently and engage differently with a property.

For the past several years, Identity has partnered with The Mall at Partridge Creek to position the property as Macomb County’s premier open-air destination for shopping, dining and entertainment. Amid changing consumer behavior and several notable tenant exits, our role has been clear: ensure the property’s narrative reflects momentum, not vacancy.

So when the former Carson’s department store space sat still, the question was not simply who would fill it.

It was how to turn the moment into a defining chapter for the property.

Announcing a New Kind of Anchor Tenant

Partridge Creek announced that the space would become Powerhouse Gym Partridge Creek, the largest Powerhouse Gym in the world.

This was more than a tenant announcement. It represented a strategic shift. A state-of-the-art fitness anchor would drive repeat-visit traffic and introduce new customer segments to the property multiple times per week.

The international fitness brand, founded in Michigan, selected The Mall at Partridge Creek for its largest global location. The vision included high-end imported equipment, a women-only training area, a full basketball court and a dramatic two-story design.

The scale and ambition of the project created a significant narrative opportunity.

Architecting the Media Strategy

Leveraging our longstanding relationship with the property and deep retail real estate expertise, Identity led the strategy and execution in full.

As with any major tenant relocation, there is an initial announcement moment followed by a prolonged construction period. Our strategic approach anticipated a 12–18 month lifecycle and was built to sustain visibility across each phase.

Phase 1: The Strategic Announcement

We framed the opening not simply as a gym launch, but as:

• The largest Powerhouse Gym in the world
• A signal of The Mall at Partridge Creek’s resilience
• A smart response to evolving retail dynamics

The announcement was positioned within the broader story of how shopping centers are adapting to meet new consumer expectations. Initial coverage included stories in the Detroit News and Crain’s Detroit Business, as well as dozens of headline mentions.

Phase 2: Executive Positioning and Trade Expansion

Following the announcement, we positioned mall ownership to speak to the strategic rationale behind the move. Messaging focused on why fitness anchors strengthen properties and how repeat-visit tenants enhance overall performance.

We expanded outreach to regional and national real estate and retail trade media to reinforce the broader industry implications.

Phase 3: Sustained Momentum Through Construction

To maintain visibility throughout the build-out period, we deployed a proactive coverage plan that managed ongoing media interest and preserved story momentum ahead of opening day. As we pursued media opportunities about the property, we incorporated Powerhouse Gym’s impending opening as part of the broader success story.

Phase 4: Grand Opening Media Activation

When doors officially opened, we re-engaged all media who had previously covered the announcement and executed a coordinated grand opening push.

The Results

In total, the campaign generated:

• 28 media placements
• Nearly 12 million in audience reach
• Regional television, digital and print coverage
• On-site video features and photo galleries

More importantly, the story moved beyond square footage and amenities. It became a narrative about strategic reinvention. In a market where retail headlines often focus on closures, this opening reinforced a different message. The Mall at Partridge Creek is evolving to meet modern consumer behavior.

Why It Matters

Retail properties today compete on relevance, experience and consistency of foot traffic. By helping The Mall at Partridge Creek transform a vacant department store into a world-class fitness destination, Identity supported more than a grand opening.

We reinforced the story of a property that is adapting, investing and positioning itself for long-term strength.

Post Summary: Powerhouse Gym Partridge Creek Campaign

• Identity partnered with The Mall at Partridge Creek to maintain consistent positive visibility amid shifting retail dynamics and notable tenant exits.
• When the former Carson’s department store space became vacant, The Mall at Partridge Creek secured Powerhouse Gym to build the brand’s largest location in the world.
• Identity led the full public relations strategy, from initial announcement through grand opening activation.
• The campaign was structured around a 12–18 month lifecycle, including announcement positioning, executive thought leadership, trade outreach and sustained media engagement.
• Messaging positioned the gym as a strategic evolution in retail, emphasizing experiential anchors and repeat-visit traffic.
• The campaign generated 28 media placements and nearly 12 million in audience reach.
• Coverage included regional television, digital outlets and print media with on-site video features and photo galleries.
• The opening helped reinforce a broader narrative of reinvention and long-term property strength.

Every year, the biggest commercials shown at a particular football game follow a familiar formula. Explain the brand. Land the joke. Tug the heartstrings. Make sure no one has to think too hard.

The Coinbase commercial did none of that. And that is exactly why it worked.

It did not announce itself or rush to make its point. For a moment, you were left wondering who it was even for.

That question was the point.

It Refused to Over-Explain

Most big game ads are allergic to confusion. Brands want clarity within the first five seconds: logos front and center, supported by messaging fully spelled out. Coinbase chose restraint.

The ad trusted viewers to sit with it, get curious and decide for themselves if it was speaking to them. That kind of confidence is rare, especially on the most expensive advertising stage in the world.

It was not trying to convince skeptics or educate the masses. It simply showed up, said less and let the audience do the work.

At ALIS 2026, the shift was unmistakable.

The energy was focused and deliberate. Deals are happening. Capital is moving. But the real signal wasn’t transactional. It was strategic.

Hospitality leaders are differentiating themselves in an environment that continues to change in real time. Communication, visibility and credibility are no longer supporting tactics—they are central to how brands compete.

Two realities stand out:

• Thought leadership and industry visibility are competitive advantages.
• AI is fundamentally reshaping how travelers and investors make decisions.

From a hospitality PR perspective, here are the forces shaping 2026 and beyond.

Thought Leadership Is Now an Asset Class

The leaders commanding attention at ALIS shaped conversations around strategy, technology integration, brand positioning and operational discipline.

Owners, developers and management companies that consistently show up in media, on stage and in industry dialogue are creating something more durable than impressions. They are building authority.

In a fragmented information environment, visibility compounds. A single press hit rarely shifts perception. A disciplined, vertical-focused thought leadership strategy does.

If you are not actively contributing to the industry conversation, you let competitors define it.

AI Is Reshaping the Buying Cycle

AI was operational at ALIS 2026.

From AI-driven search summaries and booking platforms to pricing models and personalized discovery, the traditional hospitality funnel has changed. Travelers no longer move predictably from awareness to consideration to booking. AI compresses, curates and influences decisions before a brand or property enters the picture.

The implications are significant:

• Media credibility matters more than ever because AI aggregates trusted sources.
• Clear positioning is critical because AI surfaces definitive answers.
• Consistent messaging across platforms is essential because fragmentation penalizes inconsistency.

If your brand’s perspective is not embedded in authoritative media ecosystems, AI will surface someone else’s.

PR is no longer solely a top-of-funnel visibility tactic. In an AI-influenced buying environment, it directly impacts discovery, trust and decision-making.

Real Industry Visibility Isn’t Vanity

The brands gaining momentum in 2026 are visible with intention.

They are:

• Securing consistent trade coverage.
• Elevating executives as trusted industry sources.
• Publishing point-of-view content that builds credibility.

In a competitive deal-making environment, perception directly correlates to opportunity. Visibility, when strategic, drives momentum.

The Bottom Line

ALIS 2026 reinforced a clear truth. In hospitality, performance and perception are intertwined.

AI is accelerating decision-making. Competition is sharp. Options are endless.

The key is authority. Thought leadership is no longer optional positioning reserved for convenient moments. It is strategic leverage.

The brands and leaders who treat communications as a long-term growth engine will define the next era of hospitality.

Post Summary: ALIS 2026 Hotel Investment Conference Recap

• ALIS 2026 signaled a shift from market recovery to strategic recalibration in hospitality.

• Thought leadership and consistent industry visibility are now competitive differentiators.

• AI is reshaping the hotel buying cycle by compressing and curating traveler decision-making.

• Media credibility and authoritative positioning influence how AI surfaces brands.

• PR is no longer just top-of-funnel awareness; it directly impacts discovery, trust and deal flow.

• Hospitality brands that treat communications as a long-term growth engine will define the next era of the industry.

We’re excited to announce that longtime agency collaborator Kaleigh Quinn has officially joined Identity full time as Video Producer and Editor.

With more than a decade of experience in video production, Kaleigh initially partnered with Identity as external video counsel, supporting everything from shoot planning and storyboarding to full-scale video production. Over time, she became an essential extension of our creative team, working closely with design and account leads to bring campaign ideas to life through compelling visual storytelling.

Kaleigh’s creative thumbprint can be found across many of Identity’s most impactful video projects. She has traveled with our team throughout Michigan and the Midwest, capturing on-site footage, interviews and content that elevates our clients’ stories.  She was also instrumental in the rollout of Identity’s refreshed brand in 2025. Her work has helped us capture thousands of hours of footage and earn national recognition, including an honorable mention for Best Visual Storytelling Campaign at the PRNEWS Platinum Awards for our work with the City of Sterling Heights and the Look No Further campaign.

More importantly, Kaleigh has consistently embodied Identity’s core values and Gamelover mentality. Her collaborative spirit, creative curiosity and commitment to supporting the broader agency made the decision to bring her on full time an easy one.

Kaleigh’s passion for storytelling began early. Inspired by classic films, she spent her childhood writing, acting, and directing any project she could. A graduate of Spring Arbor University, she holds a Bachelor of Science in Video and Film with a minor in Theatre. During her time at SAU, she served as Co-President of the Drama Club and was the Lead Editor of the campus sketch comedy television show for three years. After college, Kaleigh spent eight years filming and editing luxury brand weddings throughout the Detroit area, while also editing for a brand focused on corporate and small business storytelling. From long-form hero narratives to 15-second social videos, she has truly done it all.

Outside of work, Kaleigh enjoys playing board and video games with her husband, reading epic fantasy novels, watching all things Star Wars, and spending time with her daughter.

We’re thrilled to officially welcome Kaleigh to the Identity team and excited for what’s ahead as we continue to expand our in-house video capabilities.

Kaleigh Quinn Joins Identity: Summary & Key Takeaways

• Identity welcomes Kaleigh Quinn as a full-time Video Producer and Editor after several years as a trusted freelance collaborator.
• Kaleigh brings more than a decade of experience in video production, editing, and visual storytelling.
• Her creative work has shaped many of Identity’s most impactful video campaigns across industries and markets.
• Kaleigh’s projects have earned national recognition, including an honorable mention for Best Visual Storytelling Campaign at the PRNEWS Platinum Awards.
• Her background in film, theatre, and brand storytelling strengthens Identity’s in-house creative capabilities.
• Kaleigh’s transition to a full-time role reflects Identity’s continued investment in integrated storytelling, creative leadership, and long-term growth.

As Identity prepares to take on an exciting 2026, we are proud to announce that five team members have earned new titles and promotions.

Each of these individuals has made a meaningful impact across the agency and within our client work. These promotions reflect both their talent and Identity’s continued investment in our people.

Kala Watson Promoted to Account Executive, Commercial Real Estate

We often say that working on real estate PR programs is a rite of passage at Identity. For nearly 30 years, the agency has supported commercial real estate investors, property managers, developers and service providers across the United States.

Since joining Identity in 2022 as an intern, Kala has left a lasting mark on our growing real estate practice. Always ready to jump in where needed, she supports commercial real estate PR programs nationwide while also contributing to select attractions and nonprofit clients based in Michigan.

Kate Winter Promoted to Account Executive, Detroit

Kate joined Identity in May 2022 as an intern and quickly found herself working across the agency’s consumer, hospitality and professional services client base. She could be found facilitating media coverage at client events, supporting key client presentations or even stepping in front of the camera during photo shoots.

In her new role, Kate will focus on programming for Identity’s Detroit- and Michigan-based clients, including law firms, attractions, municipalities, professional services and more.

Jonathon Smith-Regus Promoted to Account Executive, Detroit

One of our many Identity Apprenticeship Program success stories, Jonathon joined the agency in 2023 and quickly demonstrated a natural ability to secure high-impact media coverage. When a client media segment needed a steady hand to ensure everything ran smoothly, Jonathon had it covered.

In his new role, he will continue working with many of Identity’s Detroit- and Michigan-based clients, including shopping centers, technology firms, retail and restaurant brands, and insurance companies.

Alexia Garcia Promoted to Account Manager

After joining Identity in 2021 as an intern, Alexia quickly showed the media aptitude and drive that define a standout agency career path. Over the years, she has worked across a diverse portfolio of B2B clients spanning real estate, finance and data science.

Today, Alexia steps into an expanded account leadership role within some of the agency’s most exciting and nuanced programs, supporting clients across automotive and mobility, SaaS, financial services and more.

Helen Comiska Moves into New Role as Client Experience Manager

At Identity, career paths take many forms. Growth does not require a traditional promotion. When we see an opportunity to lean into someone’s unique abilities, we create space for it.

In this newly created role, Helen will work across some of the agency’s most visible consumer products, real estate, entertainment and professional services clients to ensure integrated account efforts are mobilized and executed effectively, while adding an additional layer of service delivery.

When Helen joined Identity in 2021, this role did not exist. As her impact became clear, we saw the opportunity to build a roadmap for success that aligned both with her strengths and our clients’ evolving needs.

An Incredible Year Ahead

These team members live and breathe the Gamelover mentality and have made a significant impact across the agency and our client programs.

Congratulations to each of them on their new roles. We look forward to seeing you thrive in 2026 and beyond.

Post Summary: Identity Promotions and New Roles for 2026

• Identity announced five team member promotions and new roles as the agency prepares for 2026.
• The promotions reflect Identity’s continued investment in internal growth, long-term career development and leadership from within.
• Several promoted team members began their careers at Identity as interns or apprentices, reinforcing the agency’s commitment to talent development.
• New and expanded roles support Identity’s work across key industries including commercial real estate, hospitality, consumer products, professional services and technology.
• The changes align with Identity’s belief that culture, clarity and people are core drivers of agency success.

This week, we brought our entire team together in downtown Detroit for two days dedicated to growth, clarity and vision.

While we’ve had the good fortune to bring our team to places like Chicago and Traverse City in recent years, there is something uniquely powerful about gathering in the region we call home. Detroit has always been a city defined by energy, resilience and evolution. It was the perfect backdrop as we chart the next chapter of Identity.

These moments of alignment matter. They create space to step back from day-to-day execution and look forward with intention. They give us the opportunity to ask harder questions, sharpen our thinking and ensure that as our clients and industries evolve, we evolve with purpose.

Vision, Operationalized

Since 2015, Identity has operated on five-year horizons. Every five years, we define the next bold chapter for the agency. Within that framework, we set ambitious, measurable annual goals grounded in the Entrepreneurial Operating System (EOS).

For us, vision has never been abstract. It’s structured, shared and operationalized. Every team member plays a role not only in how we serve clients, but in how we move the agency forward. Long-term clarity forces better decision-making. It creates alignment. And it strengthens connections across teams, disciplines and leadership.

In December 2025, we completed the Identity 2020 plan we set five years earlier. Together, we built exactly what we set out to create and, in doing so, we elevated.

We deepened our authority within key verticals. We raised our standards. We brought bigger and bolder ideas to life. We made intentional decisions to create consistency and continuity, even as our industry faced headwinds during periods of uncertainty. And we delivered more sophisticated strategies that do not just support industries, but help shape them.

Raising the Strategic Bar Again

As we laid out our 2026 annual goals and defined the next five-year vision, we recommitted to what has always set Identity apart.

That includes continued depth and expertise across the industries we serve. Elevated strategic leadership at every level of the agency and a more intentional integration of technology into how we think, create and communicate, not as a trend, but as a competitive advantage.

As the communications landscape continues to change, our responsibility is clear. We must redefine what’s expected of an agency partner. That means pairing creativity with rigor, insight with execution and innovation with accountability. It means meeting complexity with confidence and helping our clients do the same.

Culture as a Competitive Advantage

These biannual gatherings have become critical cultural touchpoints for us. They reinforce what we believe to be true. Culture is not a perk. It is a strategy.

We take pride in building an environment rooted in connection, big thinking and outstanding experiences for our team and for the clients who trust us. When expertise meets alignment and alignment meets ambition, the aspirational becomes inevitable. That belief sits at the core of the Identity Way.

I’m deeply grateful for a team that consistently raises the bar for our clients, for each other and for the industries we serve. I’m equally proud of a leadership group that continues to invest in clarity, growth, and long-term thinking.

The next chapter won’t just build on our momentum. It will transcend it.

And we’re just getting started.

Identity Winter Biannual: Summary & Key Takeaways

• Identity brought its full team together in downtown Detroit for a two-day winter biannual focused on clarity, alignment and long-term growth.
• The gathering marked the completion of Identity’s 2020–2025 strategic plan and the launch of the agency’s next five-year vision.
• Identity operates on five-year planning horizons supported by annual goals rooted in the Entrepreneurial Operating System (EOS).
• Leadership reaffirmed the agency’s commitment to deep industry expertise, elevated strategic leadership and intentional integration of technology.
• Culture, alignment and shared vision continue to serve as core competitive advantages for the agency.

Identity has poured countless hours into building a national reputation for delivering the highest quality of work through expert counsel and execution. Along the way, two guiding principles have driven me and guided our agency: creating impactful business value and fostering strong and lasting relationships.

Our focus and investment in these principles has served us well—driving our own significant growth while also fortifying our house against negative economic cycles.

That’s why I am proud and humbled to take on the responsibility of serving as the newly elected President of the Detroit Chapter of the Association for Corporate Growth (ACG), an organization with a clear focus on connecting people and driving business growth.

ACG Detroit’s Mission

ACG Detroit is Southeast Michigan’s premier community of M&A deal-makers and business leaders focused on driving middle market growth. The organization is composed of private equity investors, corporate development teams, intermediaries, lenders, advisors and service providers.

Together, we educate, sharpen skills, share resources and connect through more than 40 business, social and networking events annually.

Prior to my election, I served as the marketing chair for ACG Detroit 20+ member board of directors for seven years. The chapter’s strong reputation, track record for outstanding events and commitment to serving as the trusted resource for our regional dealmaking community has been both inspiring and motivating.

PR in the World of Dealmaking

You might wonder why I would choose to engage in an organization so far removed from my industry. We are in the business of growing business. This is squarely in our wheelhouse.

That said, Identity stands out as one of the few creative-driven agencies actively engaged in the organization. We bring decades of experience partnering with private equity firms, venture capital entities, family offices and other investors—helping them maximize growth and deal flow through high-impact announcements, elevate the visibility of acquisitions and sales, secure thought leadership opportunities and highlight overall fund activities.

We’re also uniquely equipped to support the B2B and consumer-focused companies acquired by these organizations with PR, marketing, communications and other critical awareness efforts that create value and drive growth.

A Strong Vision

I look forward to working closely with ACG Detroit’s board to advance the chapter’s mission in several key areas:

• Connecting Dealmakers Across Sectors: ACG Detroit unites professionals from private equity, law, banking, accounting and corporate development—creating a nexus where collaboration leads to extraordinary value. I’m eager for us to deepen these connections, particularly within the professional services and private equity communities that are central to both Identity’s work and client base and the broader regional economy.
• Amplifying Education and Insight: In a fast-moving deal environment, staying educated, skilled and sharp is critical. ACG events—whether high-energy networking happy hours or full-scale regional conferences—keep members informed and confident as they navigate complexity. We are committed to expanding these opportunities with fresh and timely topics, industry-leading speakers, diverse perspectives and impactful content.
• Fostering Impact-Driven Leadership: Our board reflects ACG Detroit’s commitment to strong leadership and community impact: Amy Whipple leads our Women’s Forum, Jeff Wyatt chairs DEI initiatives and Cal Coffman heads ACG Cares. I intend to build on this foundation, championing leadership that goes beyond transactions to drive meaningful community growth and engagement.

I’m honored by the opportunity to serve, learn, and lead alongside the outstanding ACG Detroit community. Here’s to building connections, driving growth and creating opportunity—one transaction and one meaningful relationship at a time.

Great work starts with great people. When great people are given the space to soar, we believe that’s where great work happens. That’s why we’re proud to share that Identity has been recognized on Crain’s 2025 Best Places to Work in Southeast Michigan list—for our fifth consecutive year.

This honor underscores what we’ve known all along: when you cultivate an environment where people are supported, challenged and celebrated, extraordinary things happen.

What it Takes to Be a Best Place to Work

Each year, Crain’s partners with Workforce Research Group to identify organizations that go above and beyond in creating strong, people-first workplace cultures. The evaluation process is rigorous, weighing both employer practices and employee sentiment.

• 20% of the score is based on company practices, from PTO and benefits to training and DEI initiatives.
• 80% of the score comes directly from employee surveys, capturing insights on satisfaction, leadership, work-life balance and culture.

This year’s honorees reflect the best of Southeast Michigan’s professional landscape—organizations that understand success isn’t measured by revenue alone, but by the employment experiences, growth opportunities and well-being of the people who make that success possible.

For Identity, being included among the 92 Best Places to Work in Southeast Michigan is a reflection of our ongoing strong commitment to building a workplace where top industry talent thrives, culture flourishes and clients win as a result.

Our Vision in Action

This recognition arrives at a defining moment for our agency. Guided by our Identity 2025 Vision—to be the agency to beat in Michigan and the Midwest—we’ve leaned into two central commitments: delivering bold, boundary-pushing work for our clients across the state, nation and world and fostering an innovative, future-focused culture for our team.

As we prepare for our next vision–Identity 2030, our strategic plan for the next five years, our recognition by Crain’s reinforces that our investment in our people is not just paying off—it’s propelling us forward.

A “best place to work” doesn’t occur by accident. It’s the result of intentional choices, shared values and a genuine commitment to both personal and professional growth. Here are a few things that set our culture apart:

• Shared vision: 100% of our survey respondents are bought into our company vision and understand where our company is headed.
• Flexibility and balance: With our remote-first environment, we empower team members to integrate work and life in ways that maximize both productivity and well-being.
• Professional development: From ongoing training and mentorship to exposure to high-impact client work, we prioritize opportunities that help people grow their careers.
• Celebration and connection: Whether it’s team retreats, milestone celebrations or impromptu happy hours, we take time to recognize wins and strengthen our bonds.
• Innovation and collaboration: Every voice matters here. We encourage ideas at all levels, creating space for creativity to drive meaningful change.
• A people-first mindset: Above all, we believe that when our people thrive, our clients thrive.

These values aren’t just words on a page—they’re shared experiences, reinforced daily across the agency.

Primed for What’s Next

Awards like this don’t belong to an organization—they belong to the people who make it what it is. This recognition is a testament to the energy, creativity and dedication of our Identity Gamelovers. They show up every day ready to raise the bar. They challenge themselves to grow and achieve. The culture drives our industry-leading growth and performance. And, their accountability to each other and clients is inspiring to witness.

As we continue to grow, innovate, and build our Identity 2030 Vision, we’re proud to know that our people feel empowered, supported and excited to be on this journey with us. It’s been a journey of a lifetime. And, somehow, we’re just getting started.

I am humbled and incredibly proud to share that Identity has been named a finalist for Campaign of the Year - CPG by the 2025 PRNEWS Platinum Awards.

One of the most prestigious and competitive awards in the public relations and communications industry, the PRNEWS Platinum Awards recognizes the best campaigns, initiatives, in-house teams and agencies that represent the highest level of performance and achievement. This year’s Platinum Awards honorees include many notable campaigns executed on behalf of regional, national and global companies, including GoDaddy, AstraZeneca, Instacart, Penske, Aflac, GrubHub, Hasbro, Nissan and more. We are truly recognized among the best of the best.

Identity is a multiple-time PRNEWS Platinum Awards honoree, earning recognition in the categories of Best PR Stunt, Best Rebranding/Respositioning, Best Media Event, Best Conference Marketing/PR Campaign, Campaign of the Year and Agency of the Year. In 2022, the agency was awarded the event’s highest honor by winning Crisis Management Campaign of the Year, a moment of recognition I won’t forget.

Long-time Identity client partner Hudsonville Ice Cream aimed to launch its new SuperScoop bars in summer 2024 with a bold objective: make the brand and its unique bar product hypervisible across the Midwest and its expanding retail footprint. The visibility and marketing results were astounding.

Rooted in Hudsonville’s nearly 100-year legacy of creating everyday premium ice cream, the campaign was designed to reach Millennial grocery-shopping moms while also appealing to broader family audiences in Michigan and key Midwest markets. Leveraging market research on consumer behavior, local events and regional nuances, the strategy combined media pitching, experiential activations, influencer and radio partnerships, social content and paid media to build awareness, encourage trial and create moments of genuine happiness around the new product.

The Summer of SuperScoop campaign activated across multiple touchpoints, beginning with a NFL Draft pop-up and carrying through to September with the “Super Summer Happiness Tour,” which brought 16 live events to major cities. These efforts were amplified with nearly 50 earned media placements reaching a potential audience of 15.9 million, 42 influencer partnerships reaching 432,000 people with strong engagement and radio endorsements extending reach to more than 600,000 additional consumers. More than 5,000 bars were sampled through giveaways and pop-ups, creating tangible brand experiences that complemented online engagement.

Together, these efforts not only positioned Hudsonville as a category leader in novelty sales during peak summer weeks—solidifying the SuperScoop launch as a sweet success.

In the world of consumer product marketing, the agency that sits idle is the one likely to wallow in last place. New ideas, energy and creativity are the lifeblood of successful campaigns, and I’m extremely proud of our team’s collective effort. They are willing to present big strategic plans, and remain confident in their ability to execute on everything from in-market consumer activations to high-impact digital awareness campaigns.

Our team is pumped to be recognized amongst the industry’s brightest and best in New York this October. We’re proud to be a part of this group of our esteemed peers—and be based in Michigan, bringing elevated performance to our state and region.