Marketing agency Salient Global has rebranded, dropping the “Global” from its name and repositioning as an “experience agency.”  

The agency was formed in Chicago in 2021 as a “data driven growth company” by CEO Bryan Specht, the former managing partner and Chief Growth And Innovation Officer of ICF Next.  Specht died unexpectedly in 2023 at the age of 50. 

Tricia Ewald now serves as president and CEO. Other members of the leadership include Guy Cierzan, Chief Operations Officer, Candor President Ally Glavas, Josh Lohrius, Chief Creative Officer, Chris Romo, CFO and Daniel Welch, head of growth.  

Since its formation Salient has acquired two agencies, creative shop Honeymoon and PR agency Candor. Timecraft and ICX Media are also part of the group. Together they offer capabilities including brand strategy, customer experience (CX) design, integrated marketing, employee experience, and creative solutions. 

The agency has grown to 50-plus employees across four offices, Chicago, Oklahoma City, Toronto and Minneapolis. Clients include Mars-Wrigley and care management firm Cosán Group.