IPG's Momentum Acquires ChaseDesign, Ups Shopper Marketing Reach
Momentum Worldwide, a unit of Interpublic Group's McCann Worldgroup, has just upped its shopper marketing game with the acquisition of ChaseDesign and its subsidiary 10Red Design, which
provide shopper-focused design services to various Fortune 100 clients in the consumer packaged-goods sector.
Terms of the acquisition were not disclosed.
Momentum indicated that
ChaseDesign and 10Red Design will continue to operate as autonomous brands with their own clients. The McCann unit also said current management at the acquired company, including President Marty Cregg
and Executive Vice President Peter Lynch, would remain.
ChaseDesign’s shopper-based design efforts include product innovation, package design and shopper experiences.
Momentum said those capabilities would complement its own shopper marketing practice, which focuses on out-of-store communications, digital retailing, retail promotions, events, sponsorships and
content, among other elements.
ChaseDesign’s Marty Cregg said the merger with Momentum gives the firm “a global stage."
The new partners will initially
focus on U.S. business development opportunities and then expand to Europe, South America and China.
A recent study by the Grocery Manufacturers Association estimates that shopper marketing
across the retail sector is now a $50 billion to $60 billion category. It is expected to expand at an annual rate of 15%.
That growth, along with increasingly savvy shoppers aided by
a growing array of digital devices, has spurred agencies to invest more on the retail marketing side of their businesses. Two years ago, WPP’s Ogilvy and JWT created JWTAction. Around the same
time, Interpublic Group created Shopper Sciences, a unit of Mediabrands, and put retail veteran John Ross in charge.
The 54-year old ChaseDesign is based in Skaneateles, NY. Clients include
Procter & Gamble, Black & Decker and Energizer.
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