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Altavia bags shopper marketing agency HRG

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By John Glenday, Reporter

November 13, 2014 | 2 min read

Altavia, the global marketing services group, has announced that it has taken a majority stake in HRG, the shopper marketing agency, for an undisclosed sum.

Designed to reinforce the group’s UK offer the acquisition will see Altavia benefit from HRG’s creative expertise in the aisles and out-of-store domains in serving an existing client base which includes the likes of Shell, Carrefour, Coca-Cola, Ikea, Unilever and L’Oreal.

HRG’s existing management team will remain in place following the deal with the addition of key Altavia employees to its board.

Altavia’s European CEO, Lorenzo Bertagnolio said: “Our multi-specialist group is growing fast. Earlier this year we opened new offices in Japan and South Korea and the UK is an important centre for us. We have been looking for some time to broaden our offer to potential clients in the UK and HRG is already well equipped to serve clients such as GSK, William Grant, Danone and Premier Foods. The quality of creativity and shopper insight at HRG is widely acknowledged in the UK. It’s a highly successful business and has great clients.”

Russell Langridge, sales & marketing director at HRG added: “We see it as the next chapter for HRG. This move gives HRG and its clients the opportunity to benefit from being part of a bigger group, with truly global scale, whilst still retaining the identity, personality, culture and service that have made us so successful in the first place.”

French owned Altavia had a turnover approaching 600m euros in 2013 and operates across Europe and Asia.

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