The Point Group, a Dallas-based brand strategy and creative agency, has been named agency of record for Continental Battery Systems (CBS), one of the largest battery distributors in the United States. The partnership marks the launch of a national brand transformation designed to unify CBS’s presence and accelerate long-term growth.
“At The Point Group, we connect brand strategy directly to business performance,” said Susan Owen, president and CEO of The Point Group. “We’re proud to partner with Continental Battery Systems to build a unified, modern brand that supports its continued expansion.”
As agency of record, The Point Group will lead the development of a comprehensive brand strategy and messaging framework across more than 160 CBS locations nationwide. The work will focus on modernizing brand perception, increasing relevance among key audiences, and creating distinctive creative that differentiates CBS in a competitive market.
The goal: position Continental Battery Systems not only as a leading distributor, but as a category-defining power solutions brand.
”This is an exciting time for Continental Battery Systems, and as we expand our footprint and capabilities, it’s critical that our brand keeps pace. Point demonstrated a clear understanding of our business and a vision for elevating our national presence, and we are confident this partnership will support our long-term growth.
Courtney TolbertVP Marketing, Continental Battery Systems
For more than 30 years, The Point Group has helped brands navigate transformation, sharpen differentiation, and align internal teams around a clear, scalable market position. The agency specializes in brand strategy, messaging, and creative development that drives growth and market leadership.
This partnership reflects a shared commitment to building not just visibility, but influence—combining CBS’s operational scale with The Point Group’s strategic and creative leadership to redefine how the brand shows up across markets, channels, and customer segments.
What does it mean to be an agency of record?
An agency of record is a company’s primary marketing and creative partner, responsible for leading brand strategy, messaging, and execution across channels.
Who is Continental Battery Systems?
Continental Battery Systems is one of the largest battery distributors in the United States, operating more than 160 locations nationwide.
What does The Point Group specialize in?
The Point Group is a Dallas-based brand strategy, public relations and creative agency focused on helping companies transform, scale, and achieve market leadership.
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About the author
The Point Group
About The Point Group
The Point Group (Point) is an independent, full-service marketing communications firm headquartered in Dallas-Fort Worth. With roots connected to Tracy Locke, Point brings more than 30 years of experience helping organizations drive growth through integrated strategy, branding, creative, public relations, digital marketing, social media, and paid media.
Point serves startups through Fortune 500 companies across healthcare, financial services, real estate, senior living, hospitality, and technology. The firm’s in-house production arm, Point Studios, delivers high-quality video, podcast, and content production.
Point is ranked #4 in the Top Public Relations Firms in Dallas by the Dallas Business Journal and recognized for award-winning creative. The agency’s approach combines senior-level expertise with practical, results-oriented execution designed to drive measurable business outcomes.
For more information, visit www.thepointgroup.com