Godwin, Guice Finalize Merger

Mississippi Agencies Combine Operations
ATLANTA–Two of Mississippi’s better-known advertising agencies, GodwinGroup in Jackson and Guice & Guice in Biloxi, revealed last week they had signed an agreement merging the two shops.
The new entity will operate under the name GodwinGuice along the state’s Gulf Coast, functioning as a division of GodwinGroup.
Guice founder Reed Guice will be an executive vice president of GodwinGroup and serve as president of GodwinGuice.
Danny Mitchell will continue as Godwin chairman and chief executive officer and Philip Shirley will remain in his post as president and chief operating officer.
“We’ve been talking officially [about the merger] for about three months,” Shirley said. “Prior to that time, Danny and Reed had a long-time relationship and talked a few times a year about the business.”
The deal gives Godwin a foothold in the Gulf Coast region, all the better to compete with agencies in Louisiana and Alabama. For Guice, it offers a depth of resources that it would have taken years to establish on its own.
“This market has grown too fast for me to keep up with,” said Guice. “The number of hotel rooms has doubled, there have been 20,000 new jobs added, and there’s no way I could attract the kind of talent down here that more sophisticated clients would be asking for.”
The combined agency operation will have approximately $50 million in billings.
Guice and Shirley said the merger will not create any account conflicts nor cause personnel layoffs.