June 6, 2018

BlueHive, Paris Marketing, Continental Woodcraft form parent company after merger

PHOTOS/COURTESY
Paul Hanlon, the founder of BlueHive, and Lisa Woodford, who started Paris Marketing, found quickly that their companies' styles matched.

Worcester trade show and marketing firm BlueHive Exhibit has created a parent company after its mergers with Paris Marketing and Continental Woodcraft.

The new entity, BlueHive Group, will function as the centralized company representing each component company, and those firms will all retain their current identities

In a statement, BlueHive said the decision to consolidate was a proactive response to the increasing pressure companies face in connecting audiences with their brands.

BlueHive cited a study finding customer experience is going to overtake price and product as the key brand differentiator by 2020. The study also found companies plan to invest more in developing holistic end-to-end customer experiences.

"The goal of the BlueHive Group is to provide consistent and seamless support for our clients," BlueHive Group President Paul Hanlon said. "By having three, independently run companies sharing and collaborating on their individual services, we can offer complete marketing solutions from physical to digital, all under one roof."

The idea of consolidating under one parent company was in the works for 18 months, but the idea became more of a reality when BlueHive merged with Paris Marketing last fall, the company said in a statement.

The new model allows for growth and further strategic acquisitions, the firm said, noting BlueHive's 2009 acquisition of Continental Woodcraft.

"The synergy between the two organizations afforded us the opportunity to serve a broader range and volume of clients," Hanlon said.

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