Fors Marsh Doubles Down on Diversification
Earlier today, Fors Marsh has announced two acquisitions — BARÚ, a California-based multicultural marketing agency, and The Wandersman Center, a leader in implementation science. GrowthLab advised on and brokered the BARÚ transaction.
These are their second and third acquisitions. In 2023, they acquired Brunet-Garcia, broadening their CDC footprint significantly, and entering the Florida market in a major way. This is a company that had been running a diversification strategy before DOGE measures and program scrutiny disrupted our space.
Before getting into the broader implications, it's worth tipping the hat to Fors Marsh.
They've consistently found ways to stay ahead of the market:
Early movers on OASIS SB — securing vehicle access before most communications firms were paying attention
Two SBA Mentor-Protégé Joint Ventures, with agreements that have produced (and still produce) real wins and growth for all parties
Though already delivering sizeable work in California — BARÚ and a new California office presence establish them as a serious, committed player in one of the country's most competitive state markets
Now positioned to expand in two of the largest state communications markets in the country: California and Florida and a growing targeted state portfolio
“These acquisitions reflect a strategy we’ve been executing to diversify our client base, to deepen our offerings to better meet the needs of the people and communities we serve, and to keep pace as those needs evolve," said Orjiugo Hourihan, Chief Growth Officer, Fors Marsh. "With BARÚ, we are now squarely in the California market, and adding a team with clear record of connecting people to programs that were built for them. The Wandersman Center strengthens our ability to help programs perform well.”
For more, read the full announcement on the Fors Marsh website, https://www.forsmarsh.com/2026/05/20/fors-marsh-acquires-baru-advertising-and-the-wandersman-center/
From our vantage point, this transaction sits squarely at the intersection of two dynamics we're tracking closely:
1. Continued push toward state and local markets California remains one of the most robust communications economies in the country — particularly across public health and behavior change. Firms with strong federal DNA are actively translating that into state-level growth, where funding is often more durable and diversified.
2. Federal market showing early signs of re-opening At the same time, we're seeing the federal market begin to move again — new opportunities, funding tied to national initiatives like America 250, and early signals of stabilization following the initial wave of disruption.
The takeaway isn't that firms are choosing one or the other. It's that the most sophisticated players are building for both:
Expanding into state markets to diversify and de-risk
While staying positioned to capture a re-energizing federal pipeline
For Fors Marsh, this move accelerates their ability to extend a strong federal foundation into California's massive communications economy.
For the broader market, it reinforces what we've been saying: inorganic growth is increasingly the fastest way to rebalance portfolios, add capabilities, and unlock new revenue streams.
Shout out to the BARÚ, Wandersman Center, and Fors Marsh teams — excited to see what you build together.
And for the rest of the market: stay on the lookout. In a more complex and shifting landscape, we expect to see continued inorganic activity as firms look to diversify, reposition, and stay competitive.