Airfoil Group, McDougall Communications and True Digital Communications launch a collaborative partnership that combines manufacturing expertise, strategic counsel and national and global marketing capabilities.
FARMINGTON HILLS, Mich. — November 10, 2026 — Three established marketing and communications agencies with deep roots in the Great Lakes manufacturing community are joining forces to help manufacturers address pressing growth and marketing challenges.
Airfoil Group, McDougall Communications and True Digital Communications have formed the Great Lakes Marketing Partnership, a collaborative model designed specifically for manufacturers navigating growth, market expansion, brand change, product launches, acquisitions, workforce challenges and evolving buyer expectations.
The partnership combines the agencies’ complementary expertise while allowing each to maintain its own brand and independent ownership structure. Together, the firms give manufacturers access to strategic marketing, communications, public relations, demand generation, digital marketing, research, content and analytics capabilities.
“Manufacturing is advancing rapidly and reaching its buyers requires a specialized approach,” said Keith Donovan, CEO of Airfoil Group. “Products are highly technical, buying decisions can span months or years, and companies must engage everyone from engineers and procurement teams to distributors, customers and prospective employees. We built this partnership to help manufacturers navigate that complexity and turn it into a competitive advantage.”
The Great Lakes has long been a center of American manufacturing, and the three agencies bring decades of experience working with companies across automotive, building products, plastics, chemicals, aerospace, food and beverage, medical, electronics and other industrial sectors.
This experience is central to the partnership’s approach. Rather than applying a general marketing model to a manufacturing company, the Great Lakes Marketing Partnership starts with an understanding of the business, its products, its customers and the markets in which it competes. The agencies then bring in the right combination of strategy and specialized capabilities based on what the company actually needs.
“Manufacturers need more than a general marketing playbook,” said Chris Baldwin, founder and chief visionary officer of True Digital Communications. “They need partners who understand technical audiences, complex sales cycles, distribution channels and industry dynamics, and who can translate that knowledge into marketing programs that produce meaningful business results.”
The partnership is intended to serve manufacturers based in the United States and Canada, as well as companies with international operations looking to grow their presence in North America. While the agencies are rooted in the Great Lakes region, their collective experience includes work for recognized industrial brands with national and global markets.
“Our three agencies have spent years developing the industry expertise, relationships and capabilities that manufacturers need to grow,” said Mike McDougall, president of McDougall Communications. “By bringing those established strengths together, we can give manufacturers a more integrated and scalable option for entering new markets, elevating their brands and taking on bigger growth challenges.”
Initial areas of collaboration include:
- Growth and marketing strategy, including go-to-market planning, research, brand development and optimization
- Public relations and communications, including media relations, thought leadership, stakeholder engagement and crisis communications
- Demand generation and paid marketing, supported by audience strategy, advertising and analytics
- Digital marketing, including SEO, GEO/AEO, marketing technology and performance reporting
- Content and multimedia, including campaigns and content designed for technical and business audiences
- Workforce and internal communications, helping manufacturers engage employees and strengthen internal alignment
The partnership’s collective client experience includes work with organizations such as Kodak, Integer, GEON, L&L Products, Freudenberg, MicroPen, Ultralife and Panasonic.
For more information, visit www.greatlakesmktg.com.
About the Great Lakes Marketing Partnership
The Great Lakes Marketing Partnership brings together Airfoil Group, McDougall Communications and True Digital Communications to provide specialized marketing and communications expertise to manufacturers. Rooted in the Great Lakes and equipped to support national and global growth, the partnership combines industry knowledge, strategic counsel and specialized capabilities to help manufacturing companies address complex business and marketing challenges.
About Airfoil Group
Airfoil Group is an integrated marketing and communications agency that helps organizations build visibility, trust and buyer preference in complex markets. For more than 25 years, Airfoil has partnered with companies across manufacturing, automotive, healthcare, technology and other innovation-driven industries, combining strategic counsel with expertise in public relations, content, digital marketing and creative services. Based in Metro Detroit and serving clients across the U.S. and around the world, Airfoil helps brands turn complex ideas into clear, credible stories that drive business growth. Airfoil is the official Detroit partner of the Worldcom Public Relations Group. www.airfoilgroup.com
About McDougall Communications
McDougall Communications (www.mcdougallpr.com) is an award-winning public relations and reputation management firm trusted by technology, healthcare, life sciences, and professional services organizations around the world. It combines senior-level counsel, research-driven strategy, and creative execution to solve consequential communications challenges. Founded in 2011, the firm is headquartered in Rochester, N.Y., with global reach through its partnership in the Worldcom Public Relations Group.
About True Digital Communications
True creates demand among pros for building products that shape the American home. We are a forward-thinking agency that uses a proven blueprint to align sales and marketing teams to drive revenue. Founded in 2011, True continues to stay on the leading edge of strategic marketing to produce measurable results that make a difference. Learn more at www.truedigitalcom.com.
Media Contact:
Sarah Tuggle, Airfoil Group
tuggle@airfoilgroup.com
