The Point Group
The Point Group is an independent, full-service integrated marketing communications agency headquartered in Plano, Texas. It serves startups, mid-market firms, and Fortune 500 companies across healthcare, senior living, hospitality, real estate, and B2B verticals, with in-house production via Point Studios.
- Company typePrivate
- Founded1997
- HeadquartersDallas, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What The Point Group does
The Point Group is an independent, full-service integrated marketing communications firm headquartered in Plano, Texas, serving startups, mid-market companies, and Fortune 500 clients nationwide. Originally spun out of agency mainstay Tracy Locke in the early 1990s, the firm operates with 51-100 employees across services including strategy, branding, public relations, media planning and buying, creative, digital, social media, analytics, and in-house production. In May 2026 it launched Point Studios as a standalone production division at Granite Park, offering video, photography, podcast, audio, live streaming, and post-production capabilities. The firm serves primary verticals of healthcare, senior living, hospitality, real estate, and B2B, with secondary verticals in municipalities and home services.
The company operates a professional services revenue model with project-based and retainer pricing, quoting custom engagements ranging from under $10,000 to $50,000+ for project work and Point Studios production budgets from under $5,000 to $50,000+. Pricing is not publicly disclosed and engagements are scoped per client. The agency employs a sales-led and event-driven go-to-market motion, combining direct enterprise sales, inbound new business inquiries ([email protected]), RFP processes, industry events, and own-brand content including the 'What's the Point' podcast. Customer logos include Continental Battery Systems (agency of record across 160+ locations), Kisco Senior Living, W Hotel, Bar Louie, Corner Bakery, Methodist Health System, Hilltop Securities, and Carter DeLuca.
The firm's technology stack combines an integrated marketing services platform with proprietary frameworks including the Brand Engagement Model and Point Analytics (predictive analytics, segmentation, attribution, dashboarding). The technology infrastructure is supplemented by IT leadership under Director Billy Hayes. The company's competitive positioning rests on three decades of integrated expertise, vertical depth (notably Senior Living Marketing Agency of the Year 2026 by ElderCare Review), and Texas-rooted regional advantage combined with national execution. The Point Group is privately held, founder/management-owned (CEO Susan Owen, founding member), and shows no evidence of external institutional investment.
The Point Group firmographics
Firmographics- Name
- The Point Group
- Legal name
- The Point Group
- Website
- https://thepointgroup.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Point Group is an independent, full-service integrated marketing communications agency headquartered in Plano, Texas. It serves startups, mid-market firms, and Fortune 500 companies across healthcare, senior living, hospitality, real estate, and B2B verticals, with in-house production via Point Studios.
- Ownership category
- akta.pro rank
The Point Group industry classification
Industry- Product category
- Integrated Marketing Communications Services
- NAICS
- Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Public Relations Agencies (541820), Advertising Agencies (54181)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Product & Brand PR (Consumer & B2B) (BPAFADAH)
Keywords
Where The Point Group is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Point Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Marketing and Communications Services: The agency generates revenue through professional services including strategy, branding, public relations, media planning and buying, creative services, digital marketing, social media management, analytics, and production services. Services are provided in-house enabling nimbleness and efficiency. Client engagement typically involves integrated service packages rather than individual offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom project-based pricing |
| Other | Pay-as-you-go | Point Studios production pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels12 records
The Point Group product offering
Product offeringCore offering
The Point Group is a full-service integrated marketing communications agency that plans and executes multi-channel marketing programs for businesses, spanning account management and strategic planning, brand positioning, public relations, media planning and buying, creative production, digital and social media marketing, analytics, and an in-house production studio (Point Studios) for video, audio, photography and podcast content. Engagements are delivered as integrated service packages tied to measurable client outcomes such as presales, occupancy, lead generation and revenue.
Product overview
The Point Group is a full-service marketing communications agency offering an integrated suite of services under one roof. The core offering includes Strategy, Branding, Public Relations, Media, Creative, Studios, Digital, Social, and Analytics services. Point Studios serves as the agency's standalone production division for video, photography, podcasting, audio, live streaming, and post-production. The agency operates from Plano, Texas, and serves clients across various industry verticals including healthcare, senior living, hospitality, real estate, B2B, municipalities, and home services. The portfolio includes award-winning work for clients across these sectors, with demonstrated expertise in cross-industry marketing strategies.
Differentiator
Problem solved
Functional benefit
Brands
- Point Studios: A standalone creative production studio offering video production, photography, podcasting, audio production, live streaming, post-production, and creative development services.
Products and services
- Strategy Services Account management, strategic planning and consultation, project management, client communication and reporting, research and analysis — delivered by a dedicated client services team.
- Branding Services Brand positioning, naming, copywriting, consulting, brand audits, and go-to-market strategies for companies launching or repositioning their brand.
- Public Relations Media relations, press releases, content creation, reputation management, crisis management, media monitoring, community relations, corporate social responsibility strategy, internal branding and internal communications.
- Media Services Media planning and buying, content creation and production, video production, experiential marketing, and copywriting and content development across traditional and digital channels.
- Creative Services Brand, web, graphic design, video, photography, illustration, animation, and creative ads delivered by an in-house creative team as part of multichannel storytelling.
- Point Studios Standalone creative production studio offering production, editing, audio, mixing, mastering, motion design, photography, animation, podcasting, and content creation services for brands across Dallas-Fort Worth and nationwide.
- Digital Services Digital ads, programmatic advertising, paid search, paid social, search engine optimization, and email marketing — a full digital services suite under one roof.
- Social Media Services Social strategy, community management, social listening, reputation management, and content creation across Instagram, Facebook, LinkedIn, TikTok and Behance.
- Point Analytics Data collection and management, customer insights and segmentation, campaign performance analysis, budget optimization, advanced data visualization, predictive analytics and trend analysis, custom reporting and dashboards, marketing optimization and attribution, operational efficiency analysis, and custom data solutions.
- What's the Point Podcast In-house podcast produced at Point Studios covering marketing, advertising and culture, hosted by Nate Smith and Raul Espinosa with marketing expert guests.
Quantifiable outcome
- 600% increase in qualified call volume for Enterhealth addiction treatment center
- +10 more outcomes
Companies that use The Point Group
Customer profileNamed customers17 records
Segments7 records
Ideal customer profiles6 records
The Point Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature3 records
The Point Group partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Engrain Touch TechnologysupportingSix interactive kiosks were built in partnership with Engrain Touch Technology for The Carnegie senior living Discovery Center. The kiosks revealed videos, testimonials, and photos of the six pillars of wellness and signature five-star service, serving as integral parts of the communications campaign.
Scale indicators7 records
Recent moves8 records
Expansion highlights6 records
The Point Group competitors and assessment
Company assessmentDirect peers
- Moroch: Dallas-based full-service marketing and communications agency with similar mid-sized independent structure, working across multiple verticals including retail, healthcare, and consumer brands — comparable on integrated offering, size, and geographic positioning.
- The Martin Agency: Independent, full-service integrated marketing agency of similar mid-large scale with a national client roster and award-winning creative, digital, and PR capabilities — directly comparable on independent model, integrated services, and enterprise client mix.
- Mekanism: Independent integrated creative and media agency offering brand storytelling, content production, and performance media; comparable size and integrated service model with similar enterprise/B2B client mix and emphasis on creative-led measurable outcomes.
- TM Advertising: Dallas-headquartered independent agency offering brand, creative, media, digital, and analytics services with a Fortune 500 client roster — closely comparable to The Point Group on independent founder-led structure, integrated stack, and Texas-anchored enterprise focus.
- Energyhill: Mid-sized independent integrated marketing agency with comparable service offerings across branding, PR, social, digital, and content — directly comparable as a similarly-sized independent full-service peer competing for similar client profiles.
- The Richards Group: Long-standing Dallas-based independent full-service integrated marketing agency with comparable service breadth (creative, media, digital, PR) and a strong Texas enterprise client base — the most direct regional comparable to The Point Group in scale and operating model.
- Tracy Locke: Dallas-based advertising agency from which The Point Group originally spun out; now part of the Omnicom/DDB network. Comparable agency lineage, Texas enterprise client overlap, and full-service advertising/creative offering.
- Dieste: Dallas-based independent full-service advertising and marketing agency with multicultural expertise and integrated creative/media/digital offerings — comparable on independent structure, integrated services, and Dallas-anchored enterprise client development.
Broad incumbents
- Ogilvy: Global full-service advertising, PR, and integrated marketing network (WPP) that competes with The Point Group for Fortune 500 enterprise mandates. Overlaps heavily on integrated communications, PR, media, and creative but operates at vastly larger scale across geographies.
Emerging players
- VaynerMedia: Digital-first integrated marketing agency with strong social, content, and analytics capabilities competing for similar mid-market and enterprise mandates; partial overlap on social, digital, and creative but more digitally native than The Point Group's traditional integrated model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Point Group social profiles
Digital presenceThe Point Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Point Group leadership team
Management profileNumber of profiles
Profiles9 records
The Point Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
The Point Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Point Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Point Group
What does The Point Group do?
The Point Group is a full-service integrated marketing communications agency that plans and executes multi-channel marketing programs for businesses, spanning account management and strategic planning, brand positioning, public relations, media planning and buying, creative production, digital and social media marketing, analytics, and an in-house production studio (Point Studios) for video, audio, photography and podcast content. Engagements are delivered as integrated service packages tied to measurable client outcomes such as presales, occupancy, lead generation and revenue.
Is The Point Group a public or private company?
The Point Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Point Group founded?
The Point Group was founded in 1997. It employs 51 to 100 people.
Where is The Point Group based?
The Point Group is headquartered in Dallas, United States, in the North America region.
How does The Point Group make money?
One revenue line is on record: marketing and Communications Services.
Who are The Point Group's main competitors?
Direct peers on record are Moroch, The Martin Agency, Mekanism, TM Advertising, Energyhill, The Richards Group, Tracy Locke and Dieste. Ogilvy is listed as a broad incumbent. VaynerMedia is listed as an emerging player.
Does The Point Group have an API?
No public API is recorded for The Point Group.
What industry is The Point Group in?
The Point Group's product category is Integrated Marketing Communications Services. Its primary akta.pro industry code is BPAFADAH, Product & Brand PR (Consumer & B2B). Its NAICS code is 541810 and its SIC code is 7311.