• by Richard Whitman , Columnist, November 29, 2016

Irvine-based agency Advantage Solutions has acquired Upshot, a consumer marketing agency based in Chicago. I'm told 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."

So, yeah, something totally new.

Upshot will keep its name and operate as a business unit within Advantage’s marketing division, Advantage Marketing Partners.

Of the acquisition, Advantage Marketing Partners President Jill Griffin said: “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. 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.”

And just so that we all know Advantage is on to something totally new the acquisition brings Upshot's “Seamless Marketing Agency" approach to things into the fold. What, pray tell, is a “Seamless Marketing Agency?" Well, it's like nothing that has ever come before. It's all about "creating bold brand ideas that flow through many different channels, media outlets and advertising touchpoints with cross-disciplinary teams creating brand communications, shopper marketing and promotional programs for clients." Yeah, no one's ever done that before.

Not to be left out of the fun, Upshot President and CEO Brian Kristoff added: “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. 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.”

Holistic, mind you!

Founded in 1994, the agency has snagged some notoriety 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.

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