Advantage Solutions is acquiring Upshot in order to gain a strategic partner specializing in consumer marketing. Terms of the deal were not disclosed.
Upshot will continue to operate under its own name as it joins Advantage Marketing Partners, a collective of specialty agencies spanning experiential, shopper and digital marketing.
Other agencies involved in the network include AMP Agency (Boston), BLITZ Agency (Los Angeles), Eventus (Miami), IN Marketing (Norwalk, CT), 206 (Seattle) and Marlin Network (Springfield, MO).
Upshot president and CEO Brian Kristofek will continue to lead the 170-person agency out of its Chicago headquarters. He will report to Jill Griffin, president of marketing, Advantage Solutions.
This deal strengthens Advantage's capabilities by combining Upshot's expertise in marketing with Advantage's knowledge in retail and consumer packaged goods, retailer connectivity, and shopper data.
“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,” stated 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 1987, Advantage Solutions is headquartered in Irvine, CA and has offices throughout the United States, Canada and Europe.