GRAND RAPIDS, MI — Michigan’s economic development booster has tapped Lambert to handle a $10 million marketing campaign aimed at helping businesses attract employees.

Grand Rapids, Michigan-based Lambert and its joint venture partner, 9th Wonder Agency, will collaborate on the effort for the Michigan Economic Development Corporation, a public-private organization focused on growing business in the state.

The campaign will initially focus on in-state employee retention and recruitment. Ultimately, however, the agency plans to roll the effort out in key markets across the country, Lambert said.

The lucrative assignment expands on other work Lambert and 9th Wonder are already doing for MEDC. The agencies are in the second year of a three-year $5.8 million contract to execute business marketing initiatives. 

“Lambert and 9th Wonder are proud to continue our partnership with the Michigan Economic Development Corporation to market the state as the home for quality talent and opportunity," said Lambert CEO Michelle Olson.  "As states compete for workforce to solve the talent shortage issue, talent marketing is now more critical than ever. We will continue to help market Michigan as a world-class business destination while providing support for these vital economic development and workforce recruitment efforts.”