The Michigan Economic Development Corp. has earmarked $10 million for a marketing campaign to recruit talent. Agency 9thWonder, in a joint venture with the Lambert communications company, will help market Michigan as a viable business opportunity.

The campaign will have a national reach, including media activity in Michigan.

It is scheduled to launch in early 2023.

The long-term goals of the effort are to aid Michigan businesses that struggle to fill key positions, thereby growing the state's population and future tax base.

Michelle Olson, CEO of Lambert, said: "As states compete for workforce to solve the talent shortage issue, talent marketing is now more critical than ever. We will continue to help market Michigan as a world-class business destination while providing support for these vital economic development and workforce recruitment efforts.”

9thWonder's client roster includes Houston Health Department, Honda Powersports, ARS and Valvoline.