The Valley’s communications sector is flexing. This week, two established firms, E Squared Marketing and LAVIDGE, announced major expansions that signal confidence in Arizona’s creative economy and a sharp eye on where modern marketing is headed.
E Squared Marketing Acquires C2 Group
Scottsdale-based E Squared Marketing revealed it is acquiring C2 Group, bringing performance and paid media expertise into its full-service brand and creative operation. The move blends C2 Group’s data-driven paid strategy with E Squared’s strengths in brand storytelling, organic social media, and in-house photography and videography.
“This is a strategic step forward for E Squared Marketing and an exciting expansion of services for our clients,” says Ashley Richards, founder and CEO of E Squared Marketing. “C2 Group brings exceptional performance marketing expertise, and together we’re creating a more powerful, integrated approach, where brand building and growth marketing work hand in hand to drive real results.”
As part of the acquisition, C2 Group founder Lindsay Cheatham joins E Squared as vice president of marketing, leading performance, paid media, and strategy across the agency. The partnership began with a mutual introduction and a casual lunch but quickly revealed aligned values and complementary strengths.
“Joining E Squared Marketing is an exciting next chapter because it brings together the best of both worlds,” says Cheatham. “C2 Group’s performance-driven expertise in paid media and digital strategy, combined with the strong brand and creative foundation already in place at E Squared Marketing.”
The combined agency now operates with a 27-woman team, including 10 working mothers, shaping a culture rooted in thoughtful scaling, client relationships, and measurable growth.
LAVIDGE Launches InkFox Publicity
Meanwhile in Phoenix, LAVIDGE announced the launch of InkFox Publicity (a LAVIDGE Co.), a modern literary publicity firm designed for today’s evolving publishing landscape. As media consumption shifts and authors increasingly operate like entrepreneurs, InkFox positions itself at the intersection of traditional media outreach, digital discovery platforms, and long-term audience engagement.
“Publishing is at a crossroads,” says Anne Robertson, managing director of InkFox Publicity. “Traditional book publicity models are no longer enough. Publishers and authors need strategies that build credibility, support discoverability across channels, and create momentum that lasts beyond launch week.”
The launch expands LAVIDGE’s long-standing literary publicity work into a dedicated brand built specifically for publishers, hybrid presses, and professional, indie, and self-published authors.
“InkFox is a natural evolution of our agency and our clients’ needs,” says Sandra Torre, LAVIDGE co-president and CFO. “As publishing continues to change, we see enormous opportunity to enhance how we support publishers and authors navigating both the challenges and the possibilities of today’s media environment.”
Together, these announcements highlight a broader Valley trend: specialization paired with integration. Whether through acquisition or brand launch, Arizona agencies are expanding smartly, building deeper expertise while staying nimble in fast-changing industries.
Insider Takeaways:
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E Squared Marketing leveled up by acquiring C2 Group, adding serious performance and paid media firepower to its creative arsenal.
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Lindsay Cheatham steps in as vice president of marketing, bringing data-driven strategy and a loyal client portfolio into the fold.
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LAVIDGE expanded its footprint with the launch of InkFox Publicity, a dedicated firm built for today’s entrepreneurial authors and evolving publishers.
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Both moves underscore a clear Valley trend: integrated, full-funnel strategies that blend creativity, analytics, and long-term visibility.
For more information on E Squared Marketing, visit esquaredmarketing.com and, to learn more about InkFox Publicity, visit inkfoxpublicity.com.
