We are announcing the acquisition of Livingston Communications this morning by CRT/tanaka (original tight race image by Jani Kajala). The deal closed on Tuesday, March 31. As part of the acquisition, we will cease to trade as Livingston Communications, and become the Washington, DC office for CRT/tanaka.
Personally, I am thrilled by this move. As I mentioned in a prior post, social media adoption is in full swing now. The time is coming when this media form will no longer be special and become fully integrated into the larger communications mix. I’d rather not wait three years for it to happen. You can see CRT/tanaka CEO Mark Raper’s views in his blog post.
CRT/tanaka is an outstanding firm with a strong reputation in the PR and advertising space. And we have developed a reputation for strong, results-oriented social media programs. The acquisition brings us back into the larger communications fold, and together we intend to make CRT/tanaka one of the early firms to integrate social media across the front line.
To start our efforts together on the right foot and continue the social media ethos we’ve established, we published a white paper on the Cultural Challenge to Integration. It is based on a recent series of Buzz Bin posts. Enterprises seeking to adapt social media can use this white paper to help address one of the primary barriers to success.
Here is some third party analysis from Beth Harte and Kami Huyse.
Five Lessons Learned
This marks the end of a three-year entrepreneurial endeavor for me, from the basement to award-winning author, through boom and recession to a successful conclusion. There are some things I’ve learned along the way, which I’d like to share:
1) Your personal life means more: Being an entrepreneur requires 60-100 hours of your week. And you and your family suffer for it.
An executive’s life isn’t much easier, but there’s less responsibility and weight on your shoulders. I value a renewed relationship with my wife much more than being “the man,” and as a result look forward to being more present for her. I wish I knew this three years ago, but the resulting lessons have created a better husband. To my wife, Caitlin (pictured above), I love you.
2) Personal branding and companies don’t mix well: One of the biggest challenges I’ve had was the short-sighted mistake of putting my name on the door. The resulting scaling problems were always a point of contention, and we actually seriously considered rebranding as Verv Communications last spring. We didn’t because of the timely equity behind “Geoff Livingston” and Now Is Gone.
This experience is still one of the primary reasons why I fight personal branding tooth and nail. I cannot tell you how thrilled I am to work under a banner without my name on it. It will be good to become a worker amongst workers in name now as well as spirit. And if I ever start a company again it won’t be named Livingston. Team social media, heck, just team period. That’s the way of companies.
3) Being an employer will make me a better employee: Oh, now I get where my bosses came from. And I think I owe a few of them amends. :) Amazing how it feels to have the shoe on the other foot. Thanks to my prior employers for the experience and the lessons learned. Even if it took me starting this company to learn them.
4) It’s not all that. I’m not Chris Brogan, but I’m not John Doe either. Yet, you can tell by my irreverence towards nano-fame that it doesn’t mean much to me. In fact, it can be much more of a nuisance than a benefit with issues like privacy, heckling, etc. For me, what does mean something is benefiting society though strong actions, helping a client, showing someone a way to help grow themselves, and generally, just being kind and giving.
Nano-fame should be a non-conditional by-product of doing the right thing as opposed to the ultimate goal. Winning means accomplishing something. What do you want to do? Be known or do something that impacts your world?
5) Don’t announce a deal until it is closed. I still have the utmost respect for Maggie Fox and crew at Social Media Group. But I think it’s safe to say that both Maggie and I wish we had gone through the paces quietly and found out our cultures did not mix on the side rather than the civil, yet public break-up we experienced.
At the same time, there’s a second lesson from the failed acquisition with SMG. You can fail, get up and try again. In fact, you can succeed where you have failed in the past.
Thank You
Over the Spring we will be rolling over our branding to CRT/tanaka. And thus this chapter is now gone. Thank you to everyone for their support over the past few years.
Congrats, Geoff. And the CRT/Tanaka team as well. Looking forward to the future!
Geoff, Congratulations! Best wishes to all of you!
Congrats! Thanks for sharing your insights; looking forward to following the next chapter of your an adventure.
Geoff – Two and half years ago you did the coolest thing with sending me a soft copy of your book while I waited on Amazon and the backorders of Now Is Gone. Ace!
It’s been good to know you during this entrepreneurial time and I’m looking forward to more great thoughts and smiles.
Your #1 Lesson above: Exemplary. Thanks for all and great wishes on this next chapter of your life.
Jeff,
Congrats on the sale and on the personal evolution. Love the post and the place you have come to. It is very hard to “see” what you do not know and experience is a great educator. I love this post for everything you say here and for the learnings that are between the lines.
Best,
Gary
Wishing you the very best with your continued success. Enjoy the extra cycles for a bit. It’s worth it.
Everyone at CRT/tanaka is so excited to have you all on board. I can’t wait to see the exciting (and successful) things we will accomplish together. Cheers!
Congrats and best of luck. Great insights and advice for any entrepreneur to follow.
Congrats Geoff. It is an amazing news. Good luck with the new venture and hope to see you in the next Gnomedex.
Geoff and team, I can’t tell you how excited we are to have you all as part of our team. I can’t imagine a better marriage of talents. I’m lucky enough to work at CRT/tanaka with the most amazing group of people I’ve ever had the pleasure to work alongside. Now we added you and yours to our family.
Here is to many problems ahead and more so to the solutions we will bring to the table together.
Geoff and crew (team was taken-see above-)
I am so appy foryou and for the CRT/tanaka team. They have got a great resource in your team and you, and you get some more freedom it sounds.
Pop by Memphis again soon!
Best wishes,
Mark
Congrats Geoff! Wish you the best!
Andrea
I am very proud of how you have handled this trasition. Livingston has come of age in its transformation to CRT/tanaka. It has been some fun times!
Awesome Geoff. Great journey to self-awareness and inner/outer growth. All the best to you!
Congrats Geoff on least of which the acquisition, but more importantly, what the acquisition will allow you to have; a fuller life. That’s what’s most important here, and I’m happy you’ll be a big step closer to that with this move.
Congrats on this. Based on your #1 point above I can tell this is going to be a great thing for you and you already sound very happy about it.
Honestly whatever banner you do your work under I know it will be kick ass work. I realized that the first time I met you in DC.
Keep it up!
Geoff,
Good luck. I’ve enjoyed your blogging and tweets. Keep us posted on the new blog address.
congrats Geoff! Good luck, look forward to seeing what comes next.
much wisdom contained in your blog post. thanks for sharing and wishing you incredible success as you go forth…
Good stuff. I think you’re dead on with the perspective that social media will take its place in the larger umbrella of communications, and this move is a very tangible expression. Glad it worked out!
Congratulations Geoff! Looking forward to getting to know CRT/tanaka and continually learning from you.
Welcome aboard Geoff! Your white paper is a must read and hits home the point that communications (including social media) starts inside in the organization.
Mazel Tov! When I grow up, I want to be like you.
Congrats Geoff. May continued good things come to you and the excellent team.
But most of all continue to “do something that impacts your world”…you guys rock!
Congrats, Geoff! Exciting news indeed. Looking forward to hearing more.
congrats and best of luck!
wow. This is profound. I always learn a lot from you, Geoff. I am glad that you genuinely care enough to share.
Congrats Geoff! Who knew that when you decided the title for your book so long ago that it would help you name this seminal blog post? :)
Big congrats, Geoff! Best of luck with your new adventures.
Congratulations on the acquisition news, and most importantly your additional time/energy to devote to your family. Enjoy it. And best of luck as you move forward with CRT/Tanaka
Congratulations, Geoff – and as I said when we spoke yesterday, this sounds like such a great move for you and I’m so happy that you finally found the right partner!
All the best!!!
Warmest wishes to you and your family, Geoff. I know it’s been a tough slog at times (including creating your currently buff self!) but you’ve been first class all the way.
Way to go, Geoff. I am happy for you. You are living the entrepreneur’s dream and fulfilling the exit strategy.
I’m really happy for you and the CRT/tanaka team are very lucky, indeed! Hope this means frequent trips up here to NYC!!!
Big congrats to you! I’m always glad to hear good news. Best wishes and all that other good stuff!
Geoff, sincerest congratulations. Excited for your future adventures… whether in social media, on your bike, @ the ball park or all of them together. Peace!
Congrats Geoff and the Livingston Communications crew, as always you communicate it with grace and a nice lesson for us all.
/kff
Congratulations Geoff *and* Kaitlyn! :-) I’m really excited for you both. Geoff, thanks for being such a great, transparent living example for so many of us. Do great work and have fun. I hope we can work together in the future. God Bless!
Congratulations Geoff and the rest of Livingston team! As always well-stated and humble.
I am so NOT surprised. It is tiring to maintain a personal brand. Take your hand out of a bucket of water… the hole left is how much people will miss you if you decide to get away from the constant banter of this media. Mixing yourself in with others, a broader offering and more option makes total sense. On a personal note, it is especially good to hear you have reconciled with your wife. You are an interesting man with great depth. The angst of the breakup & subsequent healing seems to be providing a solid building block for your future together. I am vicariously relishing your happiness.
geoff, you’re still ahead of the curve with your thoughts on integration. what a long strange trip it’s been. congrats again!
Sounds like your deal wasn’t just $ motivated. A bit more of work-life balance is healthy to realize that life has many faces.
Wow Geoff, I think, to some degree we all aspire to being “acquired” so to speak. Back in the dot com bubble days, that’s why we all worked for start ups, and now you’re doing just that and taking it to the next level and that’s… pretty effin cool. I hope this doesn’t mean that we’ll be hearing less from you. I’m gonna guess no…
The folks at CRT/tanaka must be very wise indeed! Thank you for sharing these lessons, Geoff — and I wish you all the best in your new, exciting adventure.
Congrats, Jeff. Will love to see the hopeful positive effects at home. :^)
Congrats, Geoff — best of luck!
I’m SO excited that, together, we can create an even great whatcanbe future for CRT/tanaka, our clients and the community-at-large. Welcome aboard! Love, PT
Congrats to Qui and Mike as well. Certainly a team effort.
Also, now that you’re all great and powerful, don’t forget who the #1 Marketing Blogger in the DC Area is… :-p
Congrats to everyone — Geoff, Qui, Marinel and Mike! It’s definitely been a tough year, but exciting and positive as well. Looking forward to seeing all the great things the team does with CRT/tanaka. Best wishes and mucho celebrations ahead!
~ Larissa
@LYF108
PS — Aaron’s comment above = FAIL :P
DOH! Forgot Marinel! Whoops!
OK, I am l-a-t-e to this party but wanted to wish you a warm & hearty congratulations, Geoff! Whether you like it (or need it) or not, you *are* the man.
Congratulations, Geoff! Best of luck with the new venture.
Congratulations Geoff. A couple of months ago I met Ellen LaNicca Albanese at a Pinnacle members meeting and we had a funny conversation about Twitter. I gave a preso to the group and she admitted that she was not on yet. I had offered to teach her over the phone, but I am guessing that it will now be your job to teach the CRT/tanaka group about all the social media tools. They are an outstanding agency and you are very fortunate to join them. Looks like a great move and I look forward to watching your posts about it.
Many congrats, Geoff!
Fantastic news for all involved! Congratulations
congratulations to you and your team (and your wife)!
Congrats, Geoff! This is an exciting next step for you. Your blog has always been something of an inspiration for me, this post included. Thanks for always sharing your thoughts with the world. Hope it continues.
Congrats, Geoff! Looking forward to seeing what comes next!
Congrats Geoff. Enjoy the moment. You’ve earned it.
Geoff – Congrats on recognizing values and building from them. And to the new team, it will be to the community’s great benefit to watch your collected strengths in action.
This just adds to the reasons why I hold you in such high regard: Family first…company first…others first…self last. Do the right thing. You do. You did. (The other reason is that you smoke cigars, and good ones to boot.)
As to personal branding, you’ll always have a strong brand in my eyes, even when you meld into the CRT/tanaka culture.
My best wishes to you and your team Geoff. This move signifies that social media is turning the corner and taking the next step into even further mainstream adoption. May your tribe increase! Godspeed.
Congratulations! Looking forward to what you guys can do with an even wider canvas.
I’m late to this party – but wanted to give you a big mazel tov!
Congratulations! It’s a privilege to have you and Qui as professors this semester.
Congratulations Geoff. All the best to you and the team.
Geoff,
Congratulations. It sounds like it was the right decision to make. I hope you get a few days (weeks?) to relax and enjoy the achievement with your family.
Thanks for the whitepaper on integration. I’m eager to dive into it.
Congratulations Geoff!
Congrats Geoff,
Humph. Just look at what Steve Jobs brand does for Apple. So your words are well chosen on this issue. Having rock stars are fine, until they are no longer YOUR rock stars. :)
All my best,
Rich
Geoff,
Congrats on the deal with CRT/Tanaka. And what a really great post to wrap up with…A wonderful ending to a great adventure – it’s been fun watching your journey, and again, so happy things worked out for you and Caitlin.
Looking forward to seeing you at Blog Potomac!
– Lynn
Geoff, I know I’m a little late to the game here – I’ve been traveling too much over the last two weeks, so I missed this. Congratulations to you on this great move. It really sounds like what you were looking for, both personally and professionally.
I wish you every success as you continue your ascent.
Geoff: Congrats to you and your new venture. You are right…..social media is better when you’re on a team. Hope our teams cross paths again soon.
Somehow I missed this big news in the craziness of Passover last week. Big congratulations to you and the rest of the staff! On to bigger and better things, while still having a personal life – that’s worth a lot!
I’ve been away from news for about a week and just caught this now. Congratulations Geoff! As an entrepreneur, struggling with scale and family balance is a daily event. And I’ve always believed that social media integration into traditional marketing and communications practices is inevitable. Good for you for leading the way, once again.
Geoff,
Congrats again on this successful transition and thanks for being so frank about your challenges, missteps and triumphs!
I too struggle to place my ego in service of good work and appreciate the reminder that humility and service are the end goal.
Jocelyn
P.S. A quote for you. “And the end of all our exploring will be to arrive where we started and know the place for the first time.” T.S. Eliot
Late to the well wishers comments, but a v heart-felt w00t for you and your team! Congrats, Geoff! Looking forward to toasting to your future with CRT/tanaka F2F next week.
Geoff
Congrats on this. Family always comes first and I think you do an amazing job of balancing all. Good and wonderful luck with the new position!
great news – congrats Geoff! Best of luck with the new set-up. Jake (sorry i’m late to the party here :-) )