Advantage Announces Acquisition of Award-Winning Consumer Marketing Agency Upshot

IRVINE, Calif.--(BUSINESS WIRE)--Advantage Solutions (Advantage) announced today its acquisition of Upshot, an industry-leading, consumer marketing agency based in Chicago. The addition of Upshot to Advantage Solutions will create a comprehensive end-to-end brand marketing capability that enables clients to optimize brand activation and the journey to purchase. Terms of the transaction were not disclosed.

Upshot will continue operating under its current name as a business unit within Advantage’s marketing division, Advantage Marketing Partners. Upshot’s delivery of marketing along the digitally enabled path to purchase complements Advantage’s deep retail and CPG industry knowledge, retailer connectivity, and in-depth shopper data and insights. The unique collaboration will offer holistic marketing solutions that consider all points of influence and will provide brand marketers and the C-suite with a transformative approach to consumer engagement and brand experience.

“Upshot’s laser focus on delivering highly creative, integrated consumer marketing on behalf of clients is a wonderful addition to our ever-expanding marketing capabilities” said Jill Griffin, President of Advantage Marketing Partners. “With Upshot’s premium brand marketing capabilities, we can provide a holistic end-to-end solution to help Chief Marketing Officers reimagine their customer journeys.”

As the Seamless Marketing Agency, Upshot creates bold brand ideas that flow through many different channels, media outlets and advertising touch points. To deliver such campaigns, the agency implements an innovative “seamless” approach, which consists of cross-disciplinary teams creating brand communications, shopper marketing and promotional programs for clients.

“Consumers’ evolving behavior, fueled largely by mass adoption of technology, has presented brand marketers with a huge opportunity to connect with consumers in new seamless ways,” said Brian Kristofek. “By connecting with Advantage’s comprehensive marketing offering, we will be fully and much better equipped to design and execute holistic innovative marketing campaigns for clients.”

Founded in 1994, the agency has received several industry accolades including Top 50 Agency in Ad Age’s Agency Report Card and a top workplace in Chicago by the Chicago Tribune for five consecutive years. President and CEO Brian Kristofek will continue leading Upshot.

ABOUT ADVANTAGE SOLUTIONS

Founded in 1987, Advantage Solutions is North America’s leading provider of sales and marketing solutions. Advantage’s customized solutions include headquarter sales, business intelligence, retail merchandising, category management, shopper insights and marketing services. Advantage’s marketing division, Advantage Marketing Partners, is a collective of specialty agencies spanning experiential, shopper and digital marketing. Headquartered in Irvine, Calif., Advantage has offices throughout the United States, Canada, and Europe. For additional information, visit advantagesolutions.net.

ABOUT UPSHOT AGENCY

Upshot is the Seamless Marketing Agency. Founded in 1994, the Chicago-based agency has 170 employees. Upshot specializes in shopper marketing, brand initiatives and total brand engagement that seamlessly flow through digital, social, mobile and in-store environments. Upshot partners with world-class brands like Starbucks, Google, Corona, New Balance, Procter & Gamble and Scotts Miracle-Gro, to name a few. For more information, visit www.upshot.agency.