Jeff Seaver nearly pulled the trigger in 2017 when Tom Sullivan approached him about a purchase of this company.
“It was very intriguing. LEAD Marketing Agency is clearly a well-run company with good clients and sustained success. It almost came together. But I just wasn’t ready.”
Seaver became ready in August of 2025 when the sale of his company’s building in Eastown, where Cull Group had been headquartered since 1975, was finalized.
“The sale of the building was a signal. It was time for me to reconnect with Tom,” said Seaver. And in a matter of 90 days, LEAD closed on the purchase of Cull. LEAD now employs the former Cull team and owns the assets and client relationships in LEAD’s location at 2311 E. Beltline SE.
“It was important to sell to someone I was familiar with. The two companies are similar in size, general location in Grand Rapids and each has established itself. It felt good to keep the ownership local. LEAD has good people, does great work and has a stellar reputation with everyone I’ve talked with. And it was the right thing to do for Cull’s clients and employees” said Seaver.
While the two agencies have some similarities, they have varying core competencies.
Cull is known for its superior branding, design, and web development work for many long-standing clients including Old Orchard, Peterson Farms, Mersen and Highland Plastics. This expertise complements LEAD’s competency in managing annual marketing campaigns including traditional and digital media, graphic design, and overall marketing strategy.
Cull was established in 1975 and purchased by Seaver in 2012. Seaver began his career there in 1993 and is a highly regarded Senior Strategist and Creative Director, a title he retains with LEAD.
LEAD was founded in 2008 by Sullivan who is its Managing Principal. Among LEAD clients are the Grand Rapids Griffins, Grand Rapids Rise, Brann’s Steakhouse & Grille, Dune Lockers, Design One, NuVu Fuels, and Fernelius Auto Group.
“It’s been a great transition,” said Sullivan. “Adding Cull’s talent and areas of expertise has certainly made us stronger and allows for a more robust full-service offering. It’s helped current clients and has already attracted new clients that prefer a one-stop shop marketing partner that can provide the proper attention to growing their business.”