Promo Insiders: Inside BDA’s Acquisition of Harper + Scott
Jay Deutsch, CEO of Counselor Top 40 distributor BDA, and Harper + Scott co-founders Michael Scott Cohen and Jon Alagem join Promo Insiders to share why the acquisition meant “1+1=3” for both companies, as well their big aspirations for future growth.
When Michael Scott Cohen and Jon Alagem, co-founders of Harper + Scott (asi/220052) and Counselor’s 2023 Distributor Entrepreneurs of the Year, started NYC-based Harper + Scott back in 2014, they never imagined going through with an acquisition.
In the 11 years since, they’ve been approached by many companies looking to capitalize on the distributorship’s creativity and momentum, said Cohen. None were in full alignment with what Cohen and Alagem were hoping the future of their company would look like – until they met with Jay Deutsch from Counselor Top 40 distributor BDA (asi/137616).
“We could have sat here for another couple of decades building on what BDA has or others have,” Alagem said. “But it was really important to understand that we could grow bigger and we could grow better if we were a part of a company like BDA.”
BDA announced on Sept. 5 that it had acquired Harper + Scott, and Deutsch, Cohen and Alagem – all three members of Counselor’s Power 50 list of the most influential people in promo – have high hopes for the future of both firms working in collaboration.
On this week’s episode of Promo Insiders, Deutsch, Cohen and Alagem join ASI Media’s Hannah Rosenberger to dive into what made this acquisition a good fit for both BDA and Harper + Scott, how they feel about the rest of 2025, and how intimidated Cohen felt about Deutsch talking to Harper + Scott clients regarding the move before the deal was finalized.
Key Takeaways
• Jay Deutsch, CEO and co-founder of BDA, emphasized that the decision to acquire Harper + Scott was rooted in personal rapport and shared values with co-founders Michael Scott Cohen and John Alagem. The alignment in vision and energy made the partnership a natural fit.
• Harper + Scott will retain its name and creative independence under the new banner “Harper+Scott, a BDA company.” The acquisition allows the brand to scale without compromising its core identity and will allow Cohen and Alagem to focus more on creative and client-facing work rather than organizational logistics.
• Deutsch and Cohen described proactive outreach to clients before the acquisition was finalized, meant to reassure clients that service quality would remain high and help gather feedback to guide future improvements.
• Alagem recounted Harper + Scott’s founding mission to build a world-class creative team capable of designing standout promo products. He and Cohen are excited about merging their creative force with BDA’s resources to become the industry’s most innovative team.
• The guests acknowledged that many acquisitions in the promo industry fail due to poor integration. Cohen stressed the importance of preserving “creative sauce” and company culture, which BDA has committed to doing.
• Deutsch noted that both companies are experiencing double-digit growth and remain bullish about the future. The acquisition is seen not as a necessity, but as a strategic move to accelerate expansion and better serve high-profile clients.