New full-stack team strengthens digital strategy, experience, analytics, and performance marketing

CAMBRIDGE, Mass. (March 7, 2025) – PJA Marketing + Advertising, a leading creative marketing agency with deep B2B roots, has acquired a new digital services team, expanding its capabilities to meet the resurgent need for strong, business-building brands in B2B. This strategic move enhances PJA’s ability to deliver powerful brand strategy and storytelling through every digital interaction.

The new in-house team brings expanded expertise across key areas, including:

• Digital Strategy – Web channel strategy, digital journey mapping, information architecture, and analytics/KPI frameworks.
• Digital Experience – Design, prototyping, and development of websites, applications, landing pages, and interactive and AI-driven tools.
• Digital Analytics – Data strategy, data integration, analytics, and dashboarding.
• Marketing Automation – Strategy and development, including marketing automation platform and CRM integration, lead scoring, segmentation, and email/nurture programs.
• Digital Optimization as a Service – UX, search, and conversion optimization services.

“Brand is back in B2B. What we’re experiencing in our client work reinforces what a whole new wave of research is showing: the most successful companies leverage brand equity as an accelerator for growth,” said Mike O’Toole, President of PJA Marketing + Advertising. “At PJA, we have long focused on marketing programs that integrate brand and demand. Brand and performance marketing aren’t at odds—they fuel each other. By uniting these teams, we’re ensuring our clients don’t have to choose between great brand strategy and high-performing digital campaigns.”

Leading the Digital Services team is Dave Cannon, SVP, Digital Services, who previously led the digital services group at Moveo – a firm known for its work with clients such as Delta Dental, OptimizeRx, Doximity, Mitutoyo, Molex, and the Connecticut Hospital Association.

“I’m incredibly proud to join such a smart and accomplished team,” said Cannon. “PJA has built a reputation for helping innovative B2B brands in enterprise technology, healthcare, financial services, and other transformational markets. Now, at PJA, we can ensure that our clients’ marketing isn’t siloed—brand storytelling, performance marketing, and digital execution are fully connected to drive measurable business results.”

As marketing moves into an era in which distinctive brand strategy is acknowledged as a key accelerator of success with data-rich demand platforms, PJA’s expanded digital capabilities position the agency to help brands build equity and accelerate commercial success.

About PJA
PJA is a creative marketing agency with deep B2B roots and a strategic practice serving innovation-driven markets. The agency provides clients with positioning strategies, brand stories and platforms, a full range of advertising and marketing programs, media services, and creative execution across all channels, including digital, broadcast, experiential, and print. PJA helps innovative B2B brands in enterprise technology, healthcare, financial services, and other complex industries tell their stories and connect with the world’s toughest buyers. Representative PJA clients include Quest Diagnostics, Takeda, NETSCOUT, Tableau Software, SmartBear, Guardian Life Insurance, Middlesex Savings Bank, Bangor Savings Bank, and Empirical Wealth Management.