Acosta Group Completes Crossmark, Product Connections Acquisition

Jacksonville, Florida-based marketing agency Acosta Group has completed its acquisition of Crossmark, including its headquarter sales agency and retail solutions businesses, and marketing services business Product Connections, from WIS International. This deal was proposed in May and comes more than a year after Acosta became Acosta Group, a unified brand collective that combines the omnichannel retail, marketing and foodservice agencies to provide clients better access to its full suite of solutions. The deal also builds on the company’s ongoing transformation, investments in the sales and marketing space and expansion of agency capabilities and services."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," Brian Wynne, president and CEO of Acosta Group, said in a statement. Wynne will continue in his leadership role for the organization.With this acquisition, Acosta Group has more than 60,000 associates and more than 3,000 clients. ActionLink, Core Foodservice, Mosaic and Premium Retail Services are the company's pillar agencies, while Crossmark and Product Connections will remain as separate agency brands."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," Wynne added.The merger diversifies Acosta Group’s sales services and retail and marketing solutions. Now, the combined company includes:Expanded solutions set across channels, categories and geographies. The company extends expertise and coverage in grocery, club, value, convenience, health and beauty, Canada and, most prominently, the drug channel. Product Connections brings demo and sampling services to Acosta Group's brand advocacy solutions. The transaction also expands business intelligence and analytics capabilities.An elevated approach to serving brands of different sizes. Acosta Group will continue investing in services and solutions for emerging and medium-sized brands through its Ignite division, while expanding access to cross-agency tools, technology, data, insights, digital commerce capabilities and strategic partnerships.Increased investments in the workforce. Associates will have greater access to learning and development and robust recognition and rewards programs.

Acosta Group Completes Crossmark, Product Connections Acquisition

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