Genesis Park Invests in TrendyMinds

Dec 12, 2023

TrendyMinds, an independent, full-service marketing agency offering enterprise clients strategic, creative, and interactive services, has purchased Faktory, a full-service creative, media, and PR agency. With offices in Salt Lake City and Denver and enterprise clients in the healthcare, finance, and energy verticals, Faktory expands strategic capabilities for TrendyMinds.

With roots as a creative agency, Faktory has received national recognition for award-winning campaigns for several of its esteemed clients and is on a trajectory of rapid growth. The agency is known for its expertise in traditional and digital media, PR strategy, data-driven research, and creativity, and it has a loyal enterprise customer base.

“Faktory’s founders created a high-performing business that is accretive to our growth” said Trevor Yager, TrendyMinds chairman and CEO. “Faktory is a stellar addition to our talented team. This expansion broadens our public relations and media offerings, and brings a wealth of new services to Faktory’s valued clients plus a fresh new perspective to our existing clients.”

As part of the acquisition, Faktory co-founder Bryant Marcum, has been named TrendyMinds’ Chief Strategy Officer. In his new role, Marcum will oversee the transition for Faktory clients, focusing on growth strategies for enterprise clients, and ensuring that new resources are available to each company’s client base.

“This dynamic partnership with TrendyMinds demonstrates our commitment to going beyond good for our clients and employees,” said Bryant Marcum, former CEO of Faktory. “Months of discovery went into making sure our cultures, values, and excellence in client service were aligned. We’re confident that this strategic collaboration will result in an elevated, data-driven marketing powerhouse that will provide limitless possibilities for our clients.”

Contour Ridge, a San Antonio-based private equity firm, first partnered with TrendyMinds in March 2022.

“Since our initial investment in TrendyMinds nearly two years ago, we’ve witnessed impressive growth at an accelerated pace,” said Dan O’Connor, Managing Partner, Contour Ridge. “The Faktory acquisition significantly advances our expansion strategy.”

For the Faktory acquisition, Contour Ridge and TrendyMinds partnered with Houston-based capital partner, Genesis Park. “We’re pleased to partner with TrendyMinds and Contour Ridge in purchasing Faktory – a firm with an impressive client roster and proven success,” said Gina Luna, Managing Partner, Genesis Park. “Our aim is to bolster and expedite the growth of TrendyMinds’ dynamic platform. We are excited to fuel their accelerated development and are impressed by the strong business foundation they have established.”

About TrendyMinds
TrendyMinds, LLC is the Agency of Preference® that delivers strategic, creative, and interactive services to clients who want to positively impact their target audiences through empathetic marketing. Following our philosophy — Inspire curiosity. Improve lives. — we create boundary-pushing work that helps people lead more fulfilling lives.
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About Faktory
Founded in 2005, Faktory is a full-service firm with expertise in branding, advertising, media buying and planning, public relations, and research. The agency specializes in retail, healthcare, finance, and energy, among others. With headquarters in Salt Lake City and Denver, Faktory has employees in six states across the country. Faktory is unique among agencies with its deliberate focus on the client experience and intelligent creativity.
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About Contour Ridge
Contour Ridge is a private equity firm based in San Antonio, TX. Contour Ridge provides founder-led businesses the capital and support they need to take their businesses to the next level. Led by passionate investment professionals and experienced operators, Contour Ridge is committed to helping strong businesses achieve outsized growth through a collaborative and deliberate approach.
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About Genesis Park
Genesis Park is a Houston-based private credit and equity investment firm. Its current investment fund, GP Capital Partners, LP, is licensed as a Small Business Investment Company (“SBIC”) by the U.S. Small Business Administration. Genesis Park supports growth and later-stage lower middle market businesses through flexible debt and equity capital solutions and strategic guidance.
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