Mosaic Media and MSI Communications are forming Alaska’s largest marketing partnership, combining Mosaic’s national digital expertise with MSI’s three decades of creative and PR leadership. Expected to finalize later this year, the collaboration will offer local businesses integrated, data-driven solutions while strengthening talent, capabilities, and community-focused communication across the state.
Mosaic Media and MSI Communications have announced a strategic partnership that is being described as the largest of its kind in Alaska, bringing together two agencies that have individually shaped the state’s marketing landscape for years. The move signals a defining moment for Alaska’s business community, as it combines the national digital expertise of Mosaic Media with the deep regional insights and creative legacy of MSI Communications. For an industry navigating rapid shifts in digital consumption, audience behaviour, and brand storytelling, the collaboration represents a timely response to changing demands.
The decision comes at a moment when the divide between traditional advertising and data-driven digital strategy is no longer sustainable for businesses seeking measurable impact. Local brands increasingly require solutions that blend creative strength with advanced media capabilities, something few agencies in Alaska have been able to offer in a single, unified structure. With Mosaic and MSI joining forces, the gap between national-level sophistication and local market understanding is set to narrow significantly.
Mary Ann Pruitt, Founder and CEO of Mosaic Media, described the partnership as both a homecoming and a strategic evolution. Mosaic Media, though founded in Alaska, has built most of its reputation on the national stage, sharpening its skills in programmatic advertising, media strategy, and data-driven marketing for clients across the country. Pruitt said the collaboration allows Mosaic to bring that expertise “home to Alaska” at a time when the state’s business environment is transforming. For her, this partnership is not just about expansion but about aligning strengths to meet the “rapidly evolving needs of the marketplace.” In essence, the move reflects a belief that Alaska’s businesses deserve access to the same level of digital intelligence available to companies in major metropolitan markets.
MSI Communications, meanwhile, enters the partnership with more than three decades of experience as one of Alaska’s most respected full-service creative agencies. Known for its long-standing relationships with many of the state’s top brands, MSI has solidified its reputation in advertising, creative development, public relations, and integrated campaigns that resonate with local audiences. The agency’s storytelling and brand-building expertise have helped shape communication strategies for industries that are central to Alaska’s economy, from tourism and energy to telecommunications, healthcare, and public sector organizations.
The partnership, expected to be finalized later this year, is poised to reshape what local businesses can expect from their marketing partners. As digital channels become increasingly complex—with greater emphasis on precise targeting, real-time optimization, and measurable ROI—brands need strategies that not only capture attention but also convert it into value. Central to this new collaboration is the capability to merge creative excellence with digital precision. Local brands will now have access to integrated solutions that combine MSI’s strong creative foundation with Mosaic’s advanced media planning, analytics, and programmatic expertise. The result aims to be a more holistic, data-informed approach to storytelling, advertising, and brand growth.
Laurie Fagnani, Founder and CEO of MSI Communications, emphasized that the partnership is built on alignment of both skills and values. Describing the match as “perfect,” she noted that MSI’s long-standing relationships with Alaska’s leading industries would continue to serve as a strong foundation. With Mosaic’s expertise complementing MSI’s creative strengths, Fagnani sees the agency as being “poised for even greater success.” Her perspective highlights an important dimension of the collaboration: beyond operational benefits, it is built on cultural compatibility and a shared commitment to serving Alaska’s communities—a point both agencies have reiterated.
For MSI’s internal teams, the partnership signals growth, exposure, and expanded capabilities. Kris Miller, President of MSI Communications, explained the significance from the standpoint of the staff who will be working within this integrated model. He called it “a tremendous opportunity,” underscoring that MSI’s team will now collaborate closely with Mosaic’s digital media specialists. This, he said, will create more depth and skill diversity in-house, allowing the agency to serve clients with greater agility and sophistication. Miller’s comments reveal an important element of the partnership: the emphasis on talent development and the creation of a stronger, more multidimensional workforce. With media and creative teams working in closer proximity, the agencies will be better positioned to deliver solutions that are faster, more coordinated, and more aligned with client objectives.
The timing of the collaboration reflects larger shifts in the industry, not just in Alaska but globally. As digital platforms redefine how people consume information and interact with brands, businesses must rethink how they tell stories, measure impact, and engage audiences. Programmatic advertising, real-time data analytics, performance marketing, and cross-channel integration have become essential. Yet the heart of effective communication remains creativity—finding the right narrative, tone, and emotional resonance. Many agencies specialize in one or the other; few manage to bring both together seamlessly. Mosaic and MSI are betting that this combination will offer a competitive edge in Alaska, particularly for industries that depend on strong community connections and need to communicate across urban and rural audiences with vastly different media habits.
This partnership also points to a growing trend: regional agencies seeking ways to compete with national firms without sacrificing local authenticity. Alaska’s unique environment—from its geography and cultural diversity to its economic structure—requires marketing strategies that cannot simply be replicated from other markets. MSI’s decades-long immersion in these nuances, combined with Mosaic’s data-driven precision, creates a blend that aims to offer brands the best of both worlds. It is a recognition that while digital tools are universal, their application must be local, culturally aware, and contextually grounded.
The broader implications for Alaska’s marketing ecosystem could be significant. With more integrated capabilities available locally, brands may no longer feel the need to outsource major digital functions to agencies outside the state. This could strengthen the local economy, create new employment opportunities, and elevate the quality of work being produced within Alaska. In time, the partnership may inspire further collaborations, encouraging agencies and businesses to rethink how strategic alliances can help them grow in a rapidly evolving media environment.
As the partnership moves toward formalization later this year, both Mosaic Media and MSI Communications appear aligned in their vision: to build a stronger, more future-ready agency model for Alaska. Their collaboration is rooted in shared respect for each other’s expertise and a common understanding of what the state’s businesses need as they navigate increasingly complex communication challenges. It marks not just an operational merger of capabilities but a new chapter in how marketing will be delivered in Alaska—a chapter defined by innovation, integration, and a renewed commitment to serving the community with excellence.
For clients, competitors, and the industry at large, this partnership will be one to watch. It is more than a headline-making announcement; it represents a shift in how two of Alaska’s most respected agencies are preparing for the future. If the execution matches the ambition, the collaboration between Mosaic Media and MSI Communications could set a new benchmark for strategic partnerships in the region, offering a blueprint for how agencies can evolve to meet the needs of a rapidly changing world.
