Tidehouse Taps New CEO, Expands Services for Franchise Giants

RALEIGH, N.C. – February 18, 2026 – Full-service marketing agency Tidehouse is signaling a major strategic push, announcing the promotion of former President Greg Morrell to Chief Executive Officer. The move comes as the franchise-focused agency rolls out an expanded suite of full-funnel growth services and secures a wave of new and expanded partnerships with prominent national brands, setting the stage for a high-momentum appearance at the upcoming IFA Annual Convention.

A New Era of Integrated Leadership

The appointment of Greg Morrell to CEO marks a significant leadership transition for Tidehouse, an agency formed from the integration of four specialized firms: 919 Marketing, Fish Consulting, NetSearch Digital Marketing, and Ceralytics. Morrell's elevation from President is designed to solidify the agency's evolution into a fully integrated, scalable partner for franchise brands navigating an increasingly complex market.

Under Morrell's leadership, the agency is sharpening its positioning as a deeply embedded partner rather than a transactional vendor. His vision emphasizes a hands-on, collaborative approach to client success.

"The way Tidehouse approaches client success is different," said Greg Morrell, CEO of Tidehouse, in a statement. "We show up as a true strategic extension of our clients' teams, with robust full-funnel workshops that engage the C‑suite in defining stronger differentiators, enhancing lead quality and KPIs, and driving efficiency and success throughout franchise sales and consumer marketing pipelines."

This philosophy is central to the agency's strategy. By focusing on C-suite engagement, Tidehouse aims to align high-level business objectives with on-the-ground marketing execution, a challenge that often plagues large franchise systems with disparate national and local marketing efforts.

The Full-Funnel Advantage

At the core of Tidehouse's expanded offerings is a deepened commitment to "full-funnel growth support." This approach moves beyond isolated services to provide a cohesive strategy that addresses every stage of the customer and franchisee journey, from initial awareness to final conversion and long-term loyalty.

The agency's integrated model combines public relations, digital marketing, franchise development strategy, creative services, and website design. A key technological focus is on what the agency calls "AI Visibility." This involves data-driven content and SEO strategies designed not only to top traditional search engine results but also to be featured prominently in the answers provided by AI and Large Language Models (LLMs). This forward-thinking approach seeks to future-proof brand visibility as consumer search behavior continues to evolve.

Morrell also highlighted a commitment to addressing a common client pain point: data ownership. "We also lean into technology to deliver data‑driven campaigns that create meaningful impact while offering clients full data transparency and ownership of their assets and accounts," he stated. This promise of transparency and asset ownership is a significant differentiator in a competitive agency landscape where clients can sometimes feel locked into a provider's proprietary systems.

Building a Diverse Portfolio of Franchise Brands

Underscoring its growing momentum, Tidehouse announced several key partnerships that span a diverse range of industries, from beauty and wellness to food service and senior care. These collaborations showcase the agency's ability to tailor its full-funnel approach to different market segments and client needs.

New partnerships for 2026 include:
* Radiance Holdings: Tidehouse will support franchise development for Sola Salons and Woodhouse Spa, two category-leading brands in the lucrative beauty and wellness sector. Radiance Holdings is backed by private equity firm TSG Consumer Partners, signaling a strong growth trajectory.
* Brixx Wood Fired Pizza + Craft Bar: The agency is launching a new franchise development strategy for the established pizza brand, implementing a high-impact paid media campaign and CRM integration to streamline lead nurturing.

Existing partnerships have also been significantly expanded:
* BODYBAR Pilates: Support has been broadened to drive media and consumer buzz for over 20 upcoming grand openings, fueling the boutique fitness brand's national expansion.
* Senior Helpers: Tidehouse is launching an omnichannel national brand awareness campaign to enhance visibility and drive client acquisition for the premier provider of in-home senior care.
* Jeremiah's Italian Ice: The agency has increased its PR support to elevate the QSR dessert brand's industry leadership and accelerate its franchise growth.

Navigating a Competitive Market

The franchise marketing sector is crowded with agencies vying for the attention of growing brands. Companies like Scorpion, with its proprietary AI tools, and Mainland, known for its storytelling, create a competitive environment. Tidehouse aims to distinguish itself by merging strategic narrative with a deep, data-transparent integration into a client's operations. The agency's formation from four distinct entities gives it a native understanding of how to blend PR, content, digital advertising, and creative into a single, cohesive engine, a structure that many brands struggle to build internally or manage across multiple vendors.

As Tidehouse heads to the International Franchise Association's Annual Convention in Las Vegas, its leadership and client announcements are timed to make a definitive statement. The convention's 2026 theme, "Evolve," aligns perfectly with the agency's own narrative of transformation and growth. Attendees will have a chance to engage directly with the team at booth #553, where the agency is offering a chance to win a $10,000 strategy session, a direct invitation for brands to experience their new, integrated approach firsthand.