broadhead Acquires Filament

Chuck Zimmerman

Broadheadbroadhead has acquired Filament which makes it one of the nation’s largest agencies serving industry-leading food and agriculture clients.

broadhead, an employee-owned, data-driven, creative agency powering brands that transform how we eat, move and live, has acquired Filament, a Madison, Wisconsin-based agency specializing in production and recreational agriculture.

With a segment-leading client portfolio, Filament has a strong history in helping client brands resonate with the end-user and influencer audiences they know well. The agency was founded in 2004 and currently employs 50 people.

“At broadhead, we’ve long respected Filament’s work, their people and its role as a thought leader in the agricultural marketing space,” said Dean Broadhead, founder and CEO of broadhead. “Together, we’ll have added depth across teams that will help us build opportunities for our clients and for our people.”

The two agencies will combine teams to elevate best-in-class services in several areas that benefit the overall client portfolio, like creative, data science, digital experience, brand strategy, public relations, media planning/buying and social influence.

“We’re two independent agencies who have been growing parallel to one another in this space for the last two decades,” said Filament founder and CEO Ed Peck. “With a combined team and client roster, we’re creating great power to serve growing portfolios, develop our teams, expand into new markets and be responsible for the future of agriculture.”

broadhead has a long history of powering brands that transform how people eat, move and live — brands like Abbott Labs, Boehringer Ingelheim, Cravings by Chrissy Teigen, Daimler Truck, Freightliner, Good Foods, St. Jude Children’s Research Hospital, Wilbur-Ellis and Ziegler. To see the agency’s work, visit