BOULDER — The founders of Boulder-based digital-marketing agency IMM have created a marketing incubator, Boulder Heavy Industries, which will also act as a parent company to IMM and two other new units.
Boulder Heavy Industries will invest in and support advertising and marketing startups.
Boulder Heavy Industries’ subsidiaries will include IMM; Fact & Fiction, a creative agency spun out of IMM’s strategy and creative unit; and Visiqua, a performance media vendor. It also has made an investment in Brandzooka, Alex Bogusky’s video ad platform, formerly Visibl.
Under the new corporate structure, IMM, Fact & Fiction and Visiqua are becoming subsidiaries of Boulder Heavy Industries with their own profit and loss responsibilities and leadership teams.
Boulder Heavy Industries will offer financial, human resources, legal and administrative support for its portfolio companies.
The incubator model will allow Boulder Heavy Industries to form new marketing ventures backed by IMM’s team and resources, which include digital agency of record capabilities, a strong social/local/SEO group and an IBM supercomputer-powered analytics practice.
“The incubator builds on our entrepreneurial roots and allows us to tap into our deep bench to launch new ventures that will help our clients and partners stay well ahead of their competitors,” said Adam Edelman, executive chairman of Boulder Heavy Industries and co-founder of IMM. “The fact that we are able to host such a diverse talent portfolio under one roof gives us opportunities for cross pollination.”
IMM is a full-service digital-marketing agency, that has a skill set that includes social/mobile/search-engine optimization, programmatic media buying and digital content creation. Sean Baker, formerly chief client officer, has been promoted to president of IMM.
Fact & Fiction springs from IMM’s strategy and creative unit, focusing primarily on brand strategy and creative work while tapping into IMM’s data and creative impact measurement expertise. It will be led by Zach Baze and Kyle Taylor.
Visiqua is a cost-per-action performance media vendor for agencies seeking high returns in their clients’ digital acquisition campaigns. Visiqua is led by president David Walsh.