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26 Jun 2014, Posted by in General

HPS Group, the Marlow-based marketing communications business, has acquired a majority interest in field marketing agency Channel Advantage. The acquisition completes HPS’s ongoing strategy to build ‘end-to-end’ marketing solutions and also expand into new market sectors.

CALogoThe multi-million pound deal will see Channel Advantage move into HPS’s Marlow offices in order to facilitate a fully integrated capability. Channel Advantage will remain as a separate company and join HPS’s other specialist agencies – HPS Jardine (PR, events, and sponsorship) and Covent Garden-based Breakfast of Champions (motion graphics, video production). The combined revenues of HPS Group, already rated as the UK’s 39th largest agency in a recent survey by accountants Kingston Smith W1, are anticipated to increase to around £18 million annually. The group employs approximately 170 staff.

Channel Advantage has a strong heritage in consumer technology field marketing. Working with clients such as Panasonic, Sonos, Intel and Huawei, it provides field sales support through sales staff training and the promotion and merchandising of clients’ products in key retailers.

Even with the convergence and consolidation of retail channels leading to fewer stores, retail sales still account for 70% of all purchases. There is also an increase in destination shopping driven by online customers looking to get ‘hands-on’ with a physical product. In the next stage of development, HPS intends to leverage its extensive experience of ‘shopper marketing’ within the ‘considered purchase’ sector to develop new programmes and initiatives that will enable clients to better optimise their marketing spend, from initial awareness right through to the eventual transaction.

HPS Group’s existing portfolio of clients includes BMW, BMI Healthcare, 3M, Mazda, Sony Computer Entertainment, Nissan, Bridgestone Tyres, mobile network O2 and Silverstone.

For more information read the formal press release by clicking here.