Match Marketing Group acquires Quadrant Marketing

Agency's clients include Kraft Foodservice and P&G

Engagement and activation agency Match Marketing Group (Match MG) has acquired Toronto-based Quadrant Marketing and its subsidiary Q2 Integrated.

The acquisition will add “exceptional talent, multicultural expertise and retail solutions to Match MG clients and further strengthens the agency’s continent-wide reach,” according to a press release.

Quadrant counts Kraft Foodservice and Procter & Gamble among its clients.

“We’ve made a number of acquisitions in the past with great success and we’ve long admired Quadrant,” said Brett Farren, CEO of Match MG, in an interview with Marketing.

“They had complementary capabilities that were in line with ours… and they have a great mix of clients that we thought we could build on long term. It was just a real nice fit when we looked across all the different success factors and criteria.”

Quadrant, Q2 and their teams will be fully integrated into Match MG in the coming months. Farren said there are no personnel changes as a result of the acquisition.

Molly Spinak, president and CEO of Quadrant and Q2 will stay on in a senior role as an advisor, said Farren. “Molly founded the business 30 years ago. Over time, when Molly chooses and is ready, she’ll eventually transition out of the business. But that’s not any time soon.”

Match MG has been on an acquisition streak since 2012, buying up firms in Canada and the U.S., including Action Marketing Group (Boulder, CO), OSL Marketing Group (Toronto), SVM Marketing (Montreal), Convergence Marketing (Baltimore, MD), Circle One Marketing (Norwalk, CT), and Marketing Drive and its digital subsidiary, WELD Media (Norwalk, CT). Most recently, it acquired Magnet Engagement Group.

Match MG will continue looking at acquisitions “when it makes sense for the business,” said Farren.

“We’re not in the business of acquiring simply to achieve size,” he said. “We’re looking for skill and if scale comes with it, then that’s an added benefit. When it makes sense, absolutely we’ll look at an opportunity.”

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