Marketing Agency Becomes 100% ESOP Owned to Benefit Employees – Upholding Company Culture and Ensuring Legacy

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Since its inception as a direct marketing company in 1985, San Diego-based Anderson has been focused on return on investment (ROI) for the company, as well as for its team and clients. Today, Anderson continues to provide superior marketing ROI through cutting-edge strategies that are driven by data, inspired by creative that connects to the consumer, and uses channel technologies founded on proven best practices. Over the years, they have adapted to an ever-changing environment and evolved into a top direct and digital marketing agency, leveraging talent and expertise to provide full-service solutions in a variety of industries. Through its vertically integrated model, Anderson offers clients strategy, data, creative, digital, video, direct mail production, and reporting and analytics under one roof, delivering improved speed to market, better project control, one-call accountability, and overall superior value.

Anderson is full of smart, diverse people who have come together to help drive growth for their clients. A passion for delivering the highest level of service, quality, and customer satisfaction has resulted in long lasting client relationships and employee tenure. In addition, Anderson has been voted a “Top Workplace” by the San Diego Union-Tribune since 2016.


Anderson’s owners were planning for succession of ownership, and they wanted to ensure a successful transition. Their goal was to maintain the legacy and culture of the company for the long-term benefit of the employees. However, they were undecided about the best option for proceeding with the company’s succession plan. Consequently, Anderson’s owners engaged the services of SES ESOP Strategies, which began with a comprehensive transaction analysis. This led to decisive action for Anderson.


The outcome of the goal-oriented transaction analysis completed by the SES team allowed for an informed decision by Anderson’s owners to transition the company ownership to being 100% owned by an Employee Stock Ownership Plan (ESOP). Further, Anderson’s owners requested that SES assist them in structuring and forming the new ESOP.

As the company’s trusted advisor throughout the process, SES helped Anderson structure and form the new ESOP, gather and organize financial due diligence information, raise the senior debt financing to support the ESOP transaction, and negotiate the terms of the transaction with the ESOP trustee before closing the transaction. On December 31, 2021, Anderson became 100% ESOP owned.

“Becoming a 100% ESOP owned company was 100% the right decision for the company and our employees,” said Anderson President and CEO Randy Dale. “With the help of SES ESOP Strategies, Anderson is able to benefit our employees and retain the culture that has made us who we are, ensuring a sustainable legacy of our company.”

For more information about this transaction, please contact SES President and CEO Ed Renenger at 610.478.2238.