Geben Communication acquires digital marketing agency

Jess Deyo
Columbus CEO
Heather Whaling

Public relations firm Geben Communication has announced its acquisition of content and influencer marketing agency Women Online.

Founded in 2009 by Heather Whaling, Geben specializes in traditional and digital communication services and represents brands like Safelite AutoGlass, McGraw Hill and Mount Carmel.

Women Online, founded in 2011 by Morra Aarons-Mele, is a virtual content and influencer marketing agency with a specialty in national social impact and nonprofit clients. Together the two will help brands accelerate growth and provide expertise to clients on their social impact. 

Whaling and Mele met through digital community TheLi.st, designed to connect high-impact women in media. Whaling was looking to grow the PR firm through an acquisition, she says, and within three months the two companies seamlessly merged. The financial terms were not disclosed.

The Women's Online brand and its 10 staff members will be absorbed by Geben, which has 25 employeesMele will assume the position of executive vice president with Geben. For Whaling, the acquisition is a powerful symbol for women in the workforce.

“I think there's something really special there about this deal and what it says for women in business.”