- Combines trusted sales and marketing agency brands with
industry-best talent, capabilities, and technology
- CROSSMARK and Product Connections to remain as separate
agency brands within Acosta Group
- Key milestone in the company's evolution as the foremost
end-to-end sales and marketing agency collective
JACKSONVILLE, Fla., July 16, 2024 /CNW/ -- Acosta Group
announced today that it has completed its strategic acquisition of
CROSSMARK, including its headquarter sales agency and retail
solutions businesses, and Product Connections, a specialized
marketing services business, from WIS International. This latest
milestone in Acosta Group's ongoing transformation reinforces its
position as the premier growth engine for brands – ranging from
emerging to iconic – across all channels. The agreement
to acquire these agencies was announced in
May.
"We are thrilled to welcome CROSSMARK and Product Connections to
our industry-leading collective," said Brian Wynne, President and CEO of Acosta Group,
who continues in his leadership role for the organization. "This
acquisition strengthens our talent and expands our solutions,
further enhancing our ability to drive profitable growth for brands
and retailers by connecting them with consumers wherever they
shop."
With this acquisition, Acosta Group advances its market
position, growing to a team of over 60,000 associates and more than
3,000 clients. Joining Acosta, ActionLink, CORE Foodservice,
Mosaic, and Premium Retail Services as the company's pillar
agencies, CROSSMARK and Product Connections will remain as separate
agency brands within Acosta Group.
"On behalf of everyone at Acosta Group, we look forward to
quickly engaging with the associates, clients, and customers of
CROSSMARK and Product Connections to plan our future together,"
added Wynne. "We are excited to share further details on how we
plan to harness the talents and capabilities of our new agency
members to generate value for clients and customers and create
growth opportunities for associates."
A STRONGER ACOSTA GROUP VALUE PROPOSITION
The acquisition unites trusted agency brands and organizations,
offering differentiated and innovative sales services, retail
solutions, and marketing offerings to better meet the needs of
diverse brands and retailers in a dynamic marketplace. The enhanced
value of a combined Acosta Group, CROSSMARK, and
Product Connections includes:
- Amplified reach and solutions across channels, categories
and geographies. With the addition of CROSSMARK, Acosta
Group extends expertise and coverage in grocery, club, value,
convenience, HBC (Health and Beauty Care) and Canada, and becomes the industry leader
servicing the drug channel. Product Connections brings strong
demonstration and sampling services, complementing Acosta Group's
brand advocacy solutions. The transaction also substantially
expands Acosta Group's business intelligence and analytics
capabilities.
- Elevated client service, catering to brands ranging from
emerging to iconic. Separate, highly specialized agencies will
focus on creating tailored plans specific to the unique needs and
brand journey of each client. Additionally, the move broadens
access to innovative cross-agency tools, technology, data,
insights, digital commerce capabilities and strategic partnerships.
The company is also committed to further strengthening support for
emerging and mid-sized brands through additional investments in its
IGNITE division.
- Access to one of the largest retail execution teams
globally. Adding CROSSMARK and Product Connections creates
an execution team with vast scale and retail coverage. Across
Acosta Group, clients will gain greater service, flexibility,
speed, and reporting transparency, translating to game-changing,
tech-enabled value for clients.
- Further cultivating a diverse and talented
workforce. Acosta Group is committed to expanding career
growth and cross-agency mobility. Associates will have greater
access to learning and development and a culture that celebrates
achievements through robust recognition and rewards programs.
"Acosta Group is proud of our ongoing transformation,
highlighted by the strategic investments we are making to become
the industry's foremost end-to-end sales and marketing agency
collective," said Wynne. "We are a financially strong, profitably
growing business committed to delivering the most complete set of
capabilities to our clients and customers."
ABOUT ACOSTA GROUP
Acosta Group is a collective of the most trusted retail,
marketing and foodservice agencies, empowering brands and retailers
to win in the modern marketplace. By delivering transformative,
commerce-focused solutions and more than 95 years of expertise,
Acosta Group connects brands with people at every point in the
consumer journey.
Comprised of Acosta, ActionLink, CORE Foodservice, Mosaic,
Premium Retail Services, CROSSMARK, and Product Connections, Acosta
Group understands and anticipates evolving consumer needs, fueling
accelerated performance to connect tomorrow's commerce today. For
more information, please visit acosta.group.
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SOURCE Acosta Group