Toronto-based shopper marketing firm Match Marketing Group has furthered its aggressive U.S. expansion strategy with the purchase of Norwalk, CT-based Marketing Drive and its digital subsidiary, WELD Media.
The agencies, owned by Chicago-based River North Group, specialize in digital, shopper marketing and consumer promotion. A purchase price for the deal, announced Wednesday, was not disclosed.
Established in 1989, Marketing Drive has worked with brands including Absolut, Dunkin’ Donuts, Domino’s Pizza, Excedrin and Ubisoft.
The purchase furthers Match’s stated objective of building what it called the “most complete end-to-end shopping marketing group” in North America, with capabilities ranging from research and insights to campaign development, experiential, event marketing, direct selling and merchandising and retail operations and management.
“Bringing a top 10 U.S. shopper marketing and digital agency into the fold provides us with a strong platform in place to pursue new opportunities, new clients and added market success,” said Match president and CEO, Brett Farren, in a release.
It is the fifth major acquisition in recent months for Match, which has acquired three marketing/brand engagement agencies, including Action Marketing Group, OSL Marketing Group and Ignite Activation.
The deal also sees Match significantly expand its U.S. footprint, adding Marketing Drive’s existing offices in Norwalk, Boston, Chicago, New York and Bentonville to its existing office in Boulder.
Beringer Capital, a private equity firm focused on marketing services, specialty media and advertising that partnered with Match in 2011, provided the capital to complete the purchase. Beringer had pledged between $90 million and $100 million towards growing Match over the next two years.
Perry Miele, chairman of both Match Marketing Group and Beringer, said the company has been created to deliver on client demands for a broader range of resources and fully integrated marketing solutions.
Marketing Drive president Michael Harris and WELD Media CEO Michael LeBeau will join Match as part of its executive team, while Vince Parrinello and Kevin Berg, CEO and chairman of River North Group respectively, will join the company’s board.
