Nelson Schmidt
Nelson Schmidt is an independent, family-owned full-service marketing communications agency founded in 1971, serving enterprise and government clients in considered-purchase categories with advertising, brand strategy, PR, digital, and marketing automation services.
- Company typePrivate
- Founded1971
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Nelson Schmidt does
Nelson Schmidt Inc. is an independent, family-owned full-service marketing communications agency founded in 1971 in Milwaukee, Wisconsin, with a secondary office in Madison. The firm specializes in "considered purchase marketing" — campaigns targeting complex B2B and B2C buying decisions with high financial or emotional risk — and organizes its service offering around three pillars: Considered Purchase Marketing, Global Marketing Management, and Performance-Based Accountability. Service capabilities span advertising and creative, brand strategy, content and marketing automation, digital design, experiential marketing, media and activation, public relations, sales enablement and channel marketing, and social media.
Underlying technology consists primarily of third-party marketing automation and CRM platforms (Marketo, HubSpot, Salesforce, Pardot, Act-On, ExactTarget) deployed on behalf of clients, supplemented by custom-built proprietary tools such as the Store Proforma and Store Replacement ROI calculators for Maytag Commercial Laundry and custom metrics dashboards for real-time campaign optimization. The agency does not maintain a public API or proprietary software product, and its technology stack is therefore integrator- and configuration-oriented rather than platform-oriented.
Nelson Schmidt generates revenue through traditional professional services agency fees structured as monthly retainers or project-based engagements, with a differentiated performance-based compensation model in which the agency ties a portion of its fees to client business outcomes. Distribution is direct (field sales to enterprise and mid-market clients) supplemented by the MAGNET global agency network, which the firm joined in 1978 and which provides referral access to 800+ clients across 42 markets. The customer base is diversified across enterprise B2B manufacturers (Maytag Commercial Laundry, Panduit, InSinkErator, Kent Nutrition Group, Change Healthcare), government and quasi-public entities (WEDC, Port Milwaukee), and select nonprofits and SMBs (Sculpture Milwaukee, Keene Organics).
Nelson Schmidt firmographics
Firmographics- Name
- Nelson Schmidt
- Legal name
- Nelson Schmidt Inc.
- Website
- https://nelsonschmidt.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Nelson Schmidt is an independent, family-owned full-service marketing communications agency founded in 1971, serving enterprise and government clients in considered-purchase categories with advertising, brand strategy, PR, digital, and marketing automation services.
- Ownership category
- akta.pro rank
Nelson Schmidt industry classification
Industry- Product category
- Marketing Communications Services
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (54183)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- B2B/ABM Creative Agencies (MPAAAAAI)
- akta.pro secondary industry
- Product & Brand PR (Consumer & B2B) (BPAFADAH)
Keywords
Where Nelson Schmidt is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Nelson Schmidt business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Agency Fees: Traditional agency compensation through labor-based fees for marketing communications services including advertising, branding, digital, media, and PR.
- Performance-Based Compensation: Incentive-based compensation model where agency puts compensation on the line based on performance of marketing work delivered.
- Marketing Technology Implementation: Strategic consulting and implementation of marketing automation platforms (MAP) and CRM systems, sometimes billed incrementally or on monthly fee basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom agency retainer arrangements |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Nelson Schmidt product offering
Product offeringCore offering
Nelson Schmidt is an independent, full-service marketing communications agency delivering advertising, brand strategy, content, digital design, media, public relations, social media, and sales enablement services. It specializes in "considered purchase marketing" for B2B and B2C brands operating in complex buying categories with high financial or emotional risk, and offers a performance-based accountability compensation model.
Product overview
Nelson Schmidt is an independent full-service marketing communications agency, not a software product company. The agency offers a comprehensive suite of marketing services organized around three core pillars: Considered Purchase Marketing, Global Marketing Management, and Performance-Based Accountability. Service offerings include Advertising & Creative Services, Brand Strategy, Content & Marketing Automation, Digital Design & Development, Experiential Marketing, Media & Activation, Public Relations, Sales Enablement & Channel Marketing, and Social Media. The agency also produces proprietary tools including custom ROI calculators (Store Proforma and Store Replacement calculators for Maytag Commercial Laundry) and campaign-specific websites with lead capture functionality. The portfolio is organized around the core methodology of considered purchase marketing, which addresses the blurring of traditional B2B and B2C marketing for complex purchasing decisions.
Differentiator
Problem solved
Functional benefit
Products and services
- Advertising & Creative Services
Quantifiable outcome
- 280% above goal conversion rate for Maytag campaign website
- +5 more outcomes
Companies that use Nelson Schmidt
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
Nelson Schmidt technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Nelson Schmidt partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- The MISSION Group PlccoreNelson Schmidt was named the first affiliate agency of The MISSION Group Plc of the United Kingdom. This partnership extends the agency's global marketing expertise and resources through a first-of-its-kind partnership with the UK-based marketing group.
- MAGNET (Marketing & Advertising Global Network)coreMember since 1978. MAGNET comprises 42 members serving 800+ clients worldwide with $2.7B annual billings. Enables global marketers with local knowledge across major markets including Barcelona, Dubai, Hong Kong, London, Melbourne, Moscow, Munich, Paris, Seoul, Tokyo, and Vancouver.
- The BrandLabminorPartnership to increase diversity and inclusiveness in Milwaukee's marketing community. Addresses industry-wide lack of representation as a first step in a long journey.
- University of Wisconsin System / Small Business Development CentersminorNelson Schmidt is a preferred vendor for the UW System for marketing services. Provides consultation and support to small businesses including website UX improvements and marketing assistance.
- ANA (Association of National Advertisers)minorMember of ANA, the marketing and advertising industry's major trade organization in the US.
- PRSA (Public Relations Society of America)minorMember of PRSA, the professional association for public relations practitioners.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Nelson Schmidt competitors and assessment
Company assessmentDirect peers
- Eric Mower + Associates: Syracuse-based independent integrated marketing agency with strong B2B and considered-purchase practices. Closely comparable in independence, multi-disciplinary service model, and mid-market enterprise focus.
- Gatesman: Independent full-service marketing and communications agency headquartered in Pittsburgh with B2B and consumer practices. Comparable in size, ownership structure, and full-service independent agency positioning.
- Brownstein Group: Philadelphia-based independent integrated agency with comparable B2B and consumer practice mix. Similar size, independent ownership, and full-service capability profile.
- Bader Rutter: Milwaukee-based independent full-service B2B marketing agency and direct regional competitor. Notably referenced in Nelson Schmidt's own management bios as a previous employer for PR Director Julie Ferris-Tillman, confirming close market overlap in Wisconsin.
- Pilch & Barnet: Madison, Wisconsin-based PR firm specifically named as prior employer of Nelson Schmidt's PR Account Executive. Direct local competitor for public relations services in the same metro.
- Cramer Krasselt: Midwest-headquartered independent full-service advertising agency serving B2B and B2C clients. Direct competitor in the same geography, also cited as a prior employer for Nelson Schmidt's PR leadership.
Broad incumbents
- Stein IAS: Omnicom B2B agency brand focused on considered purchase and B2B technology marketing. Highly comparable methodology (considered purchase / complex sale) and target enterprise clients.
- Doremus & Company: Omnicom-owned B2B-focused PR and communications agency. Direct overlap on the public relations and B2B brand engagement services Nelson Schmidt provides, with greater scale and holding-company resources.
- gyro: Global B2B creative agency and part of Dentsu's brand portfolio. Overlaps with Nelson Schmidt on B2B creative, considered purchase marketing, and content campaigns for enterprise clients like Panduit.
Others
- The MISSION Group Plc: UK-based marketing group of which Nelson Schmidt became the first U.S. affiliate agency in January 2024. Not a direct competitor but a strategic partner whose network of specialist agencies mirrors Nelson Schmidt's service breadth internationally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Nelson Schmidt social profiles
Digital presenceNelson Schmidt financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nelson Schmidt leadership team
Management profileNumber of profiles
Profiles10 records
Nelson Schmidt funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nelson Schmidt 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 Nelson Schmidt
What does Nelson Schmidt do?
Nelson Schmidt is an independent, full-service marketing communications agency delivering advertising, brand strategy, content, digital design, media, public relations, social media, and sales enablement services. It specializes in "considered purchase marketing" for B2B and B2C brands operating in complex buying categories with high financial or emotional risk, and offers a performance-based accountability compensation model.
Is Nelson Schmidt a public or private company?
Nelson Schmidt is a private company. It is classified as family owned and is currently operating.
When was Nelson Schmidt founded?
Nelson Schmidt was founded in 1971. It employs 11 to 50 people.
Where is Nelson Schmidt based?
Nelson Schmidt is headquartered in Madison, United States, in the North America region.
How does Nelson Schmidt make money?
Three revenue lines are on record. Agency Fees are the primary driver. The others are performance-Based Compensation and marketing Technology Implementation.
Who are Nelson Schmidt's main competitors?
Direct peers on record are Eric Mower + Associates, Gatesman, Brownstein Group, Bader Rutter, Pilch & Barnet and Cramer Krasselt. Broad incumbents are Stein IAS, Doremus & Company and gyro. The MISSION Group Plc is listed as an others.
Does Nelson Schmidt have an API?
No public API is recorded for Nelson Schmidt.
What industry is Nelson Schmidt in?
Nelson Schmidt's product category is Marketing Communications Services. Its primary akta.pro industry code is MPAAAAAI, B2B/ABM Creative Agencies, with a secondary code of BPAFADAH, Product & Brand PR (Consumer & B2B). Its NAICS code is 541810 and its SIC code is 7311.