EAG acquires Kansas UX firm Useagility
MISSOURI, UNITED STATES — Kansas City-based EAG Advertising & Marketing has acquired Useagility, a design research and strategy firm, to expand EAG’s services and better understand customer behaviors.
Founded in 2003, EAG is a full-service advertising agency providing outsourced marketing, brand strategy, creative, media planning and digital services.
This acquisition allows EAG to add Useagility’s customer insights, user experience analysis, and marketing research capabilities to its existing offerings.
EAG stated the additional services will help clients improve their messaging, website design, and conversion rates.
“The most successful businesses today understand and cater to dynamic customer behaviors, preferences and expectations,” explains Michele Markham, EAG president and CEO.
“There’s an undeniable correlation between UX enhancement and increased sales,” Markham added.
Useagility was founded in 2008 and has provided research-based strategies to clients like Kansas City Chamber of Commerce, Hallmark, and Unbound.
Kyle Dennis, former owner of Useagility, will join EAG as Director of Research and Development.
“There’s research data. There’s what clients think about their customers. There’s what customers say. There is what they actually do. In the middle is where the evidence-backed recommendations are that can make immediately impactful design improvements that solve complex customer experience and interface challenges,” stated Dennis.
The path to acquisition began when Markham read a Kansas City Business Journal article about Useagility’s employee buyout in January.
Markham reached out to offer guidance on entrepreneurship and operations. Through subsequent conversations, the companies realized their complementary services.
It became clear they could better serve clients together, so Useagility sold to EAG. Though financial terms were not disclosed, the acquisition was characterized as mutually beneficial for both agencies.
