MindgruveMacarta and Icon Commerce Merge to Expand Omnichannel Reach
MindgruveMacarta has merged with Icon Commerce, a move that strengthens both firms’ positions in marketing and retail media. By combining forces, the new team intends to sharpen its omnichannel commerce capabilities and deepen its regional footprint. The aim is straightforward: bring clients more connected marketing, more measurable outcomes, and a broader reach across the places people shop.
Building a Stronger Omnichannel Engine
Each company arrives with deep experience and a proven track record. MindgruveMacarta is known for performance marketing and rigorous optimization. Icon Commerce, the largest independent commerce agency in the Midwest, brings hard-won in?store retail know?how along with marketplace and direct?to?consumer expertise. Together, the merged agency will lean on data-driven marketing across all major channels—in-store, online marketplaces, and direct-to-consumer—to help brands move shoppers from discovery to purchase with fewer gaps and more clarity.
Vision and Future Goals
Chad Robley, Chairman and CEO of MindgruveMacarta, underscored the benefits of joining together: “The physical in-store retail experience of Icon Commerce, combined with their direct-to-consumer and marketplace expertise, will enhance our enterprise omnichannel capabilities immensely. Their location in Cincinnati positions us strategically for growth in the Midwest market.” The focus is growth with intent—expanding coverage while keeping execution tight and accountable.
Icon Commerce’s Legacy
Founded in 1997, Icon Commerce has a long history of delivering results across categories. Its omnichannel chops show up in work for brands such as Deckorators, Tempur Sealy, and Unilever. Over time, the company broadened its offering by acquiring respected eCommerce agencies, including Marketplace Clicks and Spaceshop Commerce, bringing more marketplace depth and digital retail expertise under one roof.
A Partnership Geared for Scale
This merger opens a new chapter for both teams. Shawn Murdock, Founder and CEO of Icon Commerce, expressed enthusiasm about uniting the organizations and noted how closely aligned they are culturally. A shared vision, and a shared commitment to developing talent, will shape how the combined agency serves retail and direct-to-consumer clients. The intent is to deliver integrated solutions without losing the craft in each channel.
Broader Client Services
With over 300 employees across eight global offices, the combined agency will deepen its service bench in consumer goods, healthcare, financial services, and technology. Its client roster already includes names like Procter & Gamble, Colgate-Palmolive, and 3M, alongside brand work that spans marketplaces, in-store retail, and direct-to-consumer programs. The goal is steady: bring more precision to planning and more speed to activation.
Growth and Innovation, Together
The union underscores a forward-looking approach to commerce and marketing. By aligning complementary strengths, MindgruveMacarta and Icon Commerce can deliver tailored, cutting-edge programs that fit how people shop today. Data-driven strategy and advanced analytics remain central—informing creative, media, and merchandising decisions so teams can learn faster and scale what works.
Investing in People and Capability
Both organizations prioritize talent. That investment—hiring, training, and building cross-functional teams—powers innovation and growth. As commerce evolves quickly, clients gain access to senior strategic guidance and hands-on execution designed for a changing marketplace. The promise is practical: one team, sharper tools, and measurable progress.
Frequently Asked Questions
What motivated the merger between MindgruveMacarta and Icon Commerce?
The merger is designed to strengthen omnichannel marketing capabilities and expand regional presence, combining in?store retail strength with marketplace and direct?to?consumer expertise.
How will clients benefit from the combined agency?
Clients can expect more integrated, data-driven programs across in?store, marketplace, and direct-to-consumer channels, supported by a larger, specialized team and wider geographic coverage.
Which industries will the merged organization serve?
The agency will continue to support consumer goods, healthcare, financial services, and technology, bringing deeper channel expertise to each sector.
How large is the team and where is it based?
The combined organization has over 300 employees across eight global offices, with a strategic presence in Cincinnati to support growth in the Midwest.
Who are some of the brands the team works with?
Current clients include Procter & Gamble, Colgate-Palmolive, and 3M, with additional brand work spanning names like Tempur Sealy, Unilever, and Deckorators.
