As we celebrate BDS’ 40th anniversary, we’re looking back on our rich, long history. From our boutique agency beginnings to becoming a worldwide leader in the field of sales and marketing, BDS’ legacy is filled with innovation, growth, and memorable moments. We’ve rounded up 40 fun facts that capture the spirit and achievements of BDS over the past four decades! 

1. In 1984, Mark Dean started BDS from his dining room table and garage.

2. BDS stands for Baker, Dean & Sherwood – the last names of our original founders.

3. Our beloved founder, Mark Dean, remained at the helm leading BDS for 32 years.

4. BDS originally started out as a field marketing agency repping vice products, groceries and CPG products.

5. Ken Kress, long-time BDS EVP, President and former CEO, wrote the business plan for the technology division while at a jazz club one evening in San Francisco.

6. Our first few consumer electronics clients included: Sharp, Philips, Canon and Xerox.

7. BDS has maintained ongoing client relationships that have lasted for 30 years.

8. BDS was co-owned by Beverly Ham from 1993 until she retired in 2004.

9. BDS has a long history of having women in leadership, from our former co-owner to CMO, EVPs, SVPs, and many more VPs and Directors.

10. Del Tanner, our CEO, founded Channel Partners, which BDS acquired in 2006, many years prior to becoming our President in 2022.

11. The Channel Partners name was later used again as the brand for BDS’ Merchandising division when it launched its own brand in 2006. Channel Partners later became the name of our parent company in 2021.

12. BDS acquired Keystone Marketing Specialists in 2007, adding FlexForce and the Retail Access training platform to our solutions.

13. BDS has won a Stevie Award consecutively for 22 years running, from 2002 to 2024.

14. BDS has been recognizing standout employees every year for over 20 years during our Holiday Party with our Employee of the Year Awards.

15. We have over 20 employees who have worked at BDS for more than 20 years.

16. The BDS department with the most employee longevity is Technology, with 6 employees who’ve been with BDS for more than 20 years.

17. The BDS employee with the longest tenure works in our Recruiting department – congratulations to Marie W. who celebrates her 30-year anniversary this year!

18. The BDS building, formerly located at 10 Holland, Irvine, was previously the headquarters for Oakley, the sunglasses company.

19. In 2016, BDS and Apollo Retail Specialists partnered to form BDS Solutions Group which was later renamed to Channel Partners.

20. BDS once lost a pitch to MAG, who we later acquired in 2016.

21. Our MAG experiential division puts on jaw-dropping, themed events for clients all over the world.

22. Jonathan Margolis, co-founder of MAG, co-authored “Guerrilla Marketing for Dummies”.

23. BDS acquired RMSe in 2019 and started offering Installation and Construction services in-house.

24. BDSmktg acquired Creative Channel Solutions in 2021, integrating into one company – BDS Connected Solutions.

25. BDS has 6 official Employee Resource Groups (ERGs) – BDS Gives Back, Caregivers Group, Social Steering Committee, D.R.I.V.E, Field Advisory Board (FAB), and Twisted Systems.

26. Each year, full time employees are given 8 paid hours off to volunteer in their communities.

27. Two of our unique traditions include our annual Virtual Talent Show and Halloween Costume Contest.

28. Multiple employees have met their significant other while working together at BDS.

29. The National Center for Missing & Exploited Children (NCMEC) has been BDS’ Charity of Choice for over 25 years. (NCMEC is also celebrating their 40th anniversary this year!)

30. BDS headquarters have been based in the Irvine, CA area since we started.

31. BDS’ conference rooms were once named after local California beaches.

32. Baja Fish Tacos, based in Orange County, CA is a BDSer HQ local fan favorite for lunch.

33. BDS is on a mission to “create fully-integrated, people-led, digital-first, customer-obsessed solutions that spread brand enthusiasm, simplify the sale, and influence every step in the buyer’s journey — any time, any place, and any way.”

34. It’s our vision at BDS to “Influence Every Brand Choice.”

35. Achievement, Authenticity, and Agility are BDS’ three core values.

36. BDS will service over 100 clients this year.

37. BDS has never lost a head-to-head test against a competitor.

38. BDS provides services in over 15 categories including: Connected Home, Home Improvement, Consumer Electronics, Beauty, Controlled Substances, Baby, Toys, Sporting Goods, Home Appliances, Apparel, Pets, Health & Wellness, Gaming, Automotive, Outdoor, and Office Supplies.

39. During CES, you may find BDSers at the “Circle Bar” at MGM Grand during late nights in Vegas.

40. BDS employees have a plethora of unique hobbies, from gardening to raising farm animals; from pizza making to piloting airplanes, from PC gaming to standup comedy.

We’re so proud of all we’ve achieved together over the past 40 years and look forward to continuing to build a brighter future. Here’s to many more milestones, memories, and successes with our BDS family!