NBFog Acquires Buck Mulligan Group
OutdoorHub 05.07.12
Marketing Analytics Added To Impressive List of Digital Services
Austin, TX– NBFog, a multidiscipline company that specializes in brand building for the Outdoor Lifestyle, has acquired The Buck Mulligan Group, an online advertising and marketing analytics agency. The terms of the agreement have not been disclosed.
Buck Mulligan was founded in January 2011 by digital strategist and entrepreneur Nick Goggans. Goggans built The Buck Mulligan Group into an agency that delivers intelligent and research-driven campaigns to address client business goals.
“I’m very excited to hand the reins to the NBFog team. They have a unique understanding of the complexities and details of performance marketing campaigns,” said Goggans, who previously cofounded the digital marketing agency Conversion Associates and the web analytics software company Lytiks (now ThriveHive). “Our clients could not be in a better position to continue the measurable success they have enjoyed, and our employees are excited by the cultural match with NBFog.”
Under Goggans’s leadership, Buck Mulligan handled many aspects of online marketing, from managing Google AdWords and Facebook campaigns to providing top-rate website tracking strategies and data analysis.
The agency will continue to do so at NBFog, which acquired Buck Mulligan to bolster its already considerable marketing services. With a focus on businesses related to the Outdoor Lifestyle, NBFog provides sales management outsourcing, technology/media management and business process outsourcing to extend company brands beyond their current product offerings.
“The Buck Mulligan Group is a significant addition to NBFog,” said Randy Russell, NBFog’s cofounder and CEO. “Their powerful analytics insights will be invaluable to helping our clients make smart business decisions and improve their bottom line.”
Goggans is currently committed to his latest entrepreneurial venture, Umbel, which is striving to become the leader in social media measurement and methodology. Goggans is a cofounder of Umbel and the Director of Business Development.
About NBFog
NBFog is a multi-discipline company that offers a full complement of services such as brand extension strategies, brand licensing, category management, distribution strategies, media/marketing management, contracts, licensing operations, royalty accountability and audits, relationship database management, license renewals and brand demand generation. NBFog is focusing its strategies and activities toward companies in the Hunting, Fishing, Shooting Sports, Camping and other Active Outdoor Recreation industries that desire to extend their brands beyond their current product offerings and/or abilities. Based in Austin, TX, NBFog also has offices in Salt Lake, UT and Oxford, MS.
NBFog provides a variety of services through its affiliated companies, including The Shyne Agency, Blue Lake Outdoors, BuckScore and TexasHuntFish.com. NBFog recently signed a multiyear deal with Outdoor Channel, America’s Leader in Outdoor TV. Outdoor Channel and NBFog will work to increase each other’s reach within the outdoor space through cross-promotional activities conducted across various platforms, including online, social media and newsletters. Outdoor Channel also becomes the exclusive advertising representative for NBFog’s various web properties, including Buckscore.com and TexasHuntFish.com.
