Adept’s Evolution into Smith Marks a New Era in Columbus Marketing

Agencies Meld Marketing Strategy with Commerce and Technology to Drive Client Growth  

COLUMBUS, OH, July 8th, 2024 – Adept, an award-winning digital marketing agency built and based in Columbus, Ohio, will officially move forward under the Smith name.

Smith acquired Adept in January 2022 in a strategic move that brought performance marketing expertise to Smith’s portfolio of services. The agency continued to operate under the Adept flag but will make the official switch in June 2024. Smith, well known for its expertise in commerce, experience design, and technology enablement, now boasts the unique ability to impact client growth at every point of the customer journey.

“The transition to the Smith brand is more than a name change; it’s a fusion of ideals,” asserts Ryan Heusinkveld, CEO of Smith. “Our shared vision paves the way for a future where commerce, marketing, and sales converge, shaping a vibrant and innovative digital landscape that drives performance for our clients like never before.”

This transition marks a significant milestone for Adept, founded in 2008 with a simple yet powerful belief: marketers deserve focused, accountable support and measurable results from their agency partners. From its humble beginnings serving local and regional brands, Adept has become a formidable player, representing enterprise brands including Sherwin-Williams, Fifth Third Bank, Sarnova, and Beacon Building Products.

“Joining forces with Smith was the logical destination for Adept and our clients. As our capabilities continued to move up-market, we began seeing a gap in our ability to fully deliver on marketing strategies due to technology challenges,” said Nancy Cloutier, SVP of Digital Marketing Services at Smith and an Adept executive leader since 2017. “Partnering with Smith allowed us to catapult years into the future of marketing capabilities—bringing together digital transformation, data management, and purposeful customer acquisition in one place.”

Unlike many integrations that experience strain at the 18-month mark, team confidence is at an all-time high, having earned “Best Place to Work” accolades from Columbus Business First in 2023. This award, voted on by employees, validates the agencies’ thoughtful and strategic approach to integration internally and with client teams.  

“As the ‘Performance Commerce People,’ the strength of our team lies not only in our skills but in our unwavering commitment to shared values,” said Karrie Willis, Chief Operating Officer at Smith. “They propel us forward as a formidable force in the competitive landscape of national agencies, allowing us to attract top-tier talent and redefine what it means to be a game-changing partner for category leaders.”

The benefits of this transition are also evident for Smith’s portfolio of clients, who are now reaping the rewards of Adept’s digital marketing expertise. As of 2024, nearly 40% of clients have integrated digital marketing services into their overall performance marketing mix, a testament to the unique fusion of commerce, marketing, and sales.

As part of this final transition, the Adept Columbus office in the White Castle headquarters at 555 Edgar Waldo Way will now serve as Smith’s headquarters. The company supports remote, hybrid, and in-office work for its nearly 200 employees. Smith will also maintain its offices in Canada, Colombia, and Chile. 

For more information, contact Kristyn Wilson at or 614-354-6490.