Dotted Line Agency acquires Richmond peer

Henrico County’s Dotted Line Agency, a creative services firm, has acquired the King Agency, a Richmond marketing agency.

Lauren Sweeney, Dotted Line’s founder and CEO, confirmed Thursday that the acquisition closed Oct. 1. She declined to disclose terms of the deal.

Founded in 1997 by Dave King, the King Agency’s clients have included Arby’s and Chesapeake-based First Team Auto Group. The firm’s services included brand building, advertising and social media.

Sweeney, who launched Dotted Line in 2014, began getting to know King earlier this year after an employee suggested the pair should talk.

“We had lunch this spring and realized some of the similarities with our agencies,” Sweeney said. “And as I was learning about Dave’s plans for the future and his desire to retire, we continued to have conversations. … We came to the realization that this could be a beneficial move for both companies and teams.”

The King Agency brand was retired with the acquisition. Dotted Line will absorb King’s clients, along with its five employees, including Meggan Adams, who was vice president and director of client services at the King Agency. She and another employee are based in Atlanta, according to Sweeney.

“It’s our aspiration as well as part of our growth plans to be building out a presence in Atlanta,” Sweeney said.

Dave King is planning to retire but will serve as a consultant to the combined agency. With the acquisition, Dotted Line now has a team roster of 30.

The firm provides advertising, public relations, branding and other services. Its clients have included Bon Secours Mercy Health and Shades of Light, a Midlothian-based online lighting and home decor retailer.

With the new team members, Sweeney believes Dotted Line will be able to increase its offerings. “It really is a move to help us provide expanded capabilities to our clients,” she said.