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marketing firms combine as Vision Integrated Graphics buys SourceLink – Crain's Chicago Business

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A shifting marketing landscape and need for more effective digital capabilities led two Chicago companies to join forces.  

Vision Integrated Graphics has completed the purchase of SourceLink to form a new venture with 800 employees and $200 million in annual revenue. Both companies are headquartered in suburban Chicago, each employing about 400 people in the area.  

The companies declined to disclose the purchase price.

Bolingbrook-based Vision has been in business more than 30 years, operating in the print and direct mail marketing sector, but needed to fast-track its digital capabilities and analytics department, says CEO Brad Moore.  

It found that in Itasca-based SourceLink, which specializes in digital marketing and has been ranked among Ad Age’s 20 highest-revenue U.S. direct-marketing agencies for 13 straight years.  

“Marketing budgets are shifting to digital, so you have to be there. You can’t have a few people executing digital, you have to have expertise,” said Moore, who will be CEO of the combined company. “(The industry) is only working for those who leverage data.” 

SourceLink CEO Don Landrum will remain with the combined company and report to Moore.

The print and direct mail marketing industry has faced major obstacles, with marketing dollars migrating to online and social media platforms like Facebook.

Vision hopes to use SourceLink’s in-house data analytics team to better understand its audience and more effectively reach them as the general population migrates away from physical mail.  

“Share scale gave us a lot of power in terms of how we serve customers,” Moore said, and added that while the $30 billion direct mail industry has seen relatively flat growth over the last several years.

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