Maidenhead-based field marketing agency Channel Advantage has been acquired by Marlow-based marketing services company HPS Group, in a multi-million pound transaction managed by international M&A adviser BCMS.
Channel Advantage is a specialist field marketing agency, with a strong heritage in consumer technology field marketing, providing field sales support through sales staff training and the promotion and merchandising of clients' products in key retailers. It is an agency of choice for a range of leading international technology and consumer brands, including Intel and Amazon.
The acquirer HPS Group is a multi-disciplined marketing services group with specialisations in marketing strategy, digital marketing, and advertising and communications services. HPS Group’s client base includes: BMW, BMI Healthcare, 3M, Mazda, Sony Computer Entertainment, Nissan, Bridgestone Tyres, mobile network O2 and Silverstone.
Mark Cornwell, CEO of HPS Group, commented: “This acquisition is an important stepping stone for HPS Group as we build a fully-integrated solution for our clients. We now add ‘retail activation’ to a portfolio of services that encompasses the full spectrum of marketing communications.”
Tony Hall, CEO of Channel Advantage, added: “Our clients have been asking for more ‘end-to-end’ integrated solutions, so the alliance with the HPS Group provides an exciting strategic fit. It also enables us to enhance our offer through the high-quality digital, analytic and creative resources provided in-house by HPS Group.”
BCMS deal leader Scott Jones, who managed the transaction, commented: “Channel Advantage has consistently delivered strong campaigns and its customer list of international brands has made it an attractive acquisition target.
“This acquisition will allow HPS Group to add field marketing to its core offering, and to provide new added-value services to the customers of both businesses.”
The vendors were advised by international M&A consultancy BCMS, which has a strong track record of leading deals in the sector.
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