Raleigh, NC-based ad agency Baldwin& is merging with Portland, OR-located North.  

With the merger, North CEO Rebecca Armstrong and the agency’s chief creative officer Mark Ray (who founded the agency in 2006) are both assuming chairman emeritus roles and the North team now reports to Baldwin&’s leadership, spearheaded by partners Ashley Yetman, Jerry Bodrie and Tonya Martin. (There is no CEO or traditional C-suite structure at the agency.)  

Baldwin& was founded in 2009 by David Baldwin. He retired in 2023 and sold the agency to Yetman, Bodrie and Martin.  

In addition to adding staff in both creative and media departments, the merger enables Baldwin& to add a channel strategy discipline to its offering, the agency said. 

“When talks began, we realized quickly we’re two agencies who care deeply about working with brands that make a difference and add value to the world,” stated Bodrie. “Coming together made perfect sense. We’re thrilled to inherit North’s impressive creatives and excited to have a presence on the west coast.” 

“I’m leaving North in great hands,” added Armstrong. “The North family and Baldwin& not only share complementing talents, but purpose-driven values. It will be a uniquely collaborative relationship that offers flexible options for clients’ scaling needs and budgets.” 

Baldwin& clients include Volvo Trucks, Long John Silver’s, Pivotal and KIOTI Tractor. North has worked with brands like Hydro Flask, Columbia and Oregon Humane Society.  

Pictured above (l to r): Yetman, Bodrie and Martin.