UK media agency The Specialist Works (TSW) is expanding its North America presence with the purchase of Toronto-based sample distribution and inserts platform Connections from Exact Media for an undisclosed sum.
Connections clients include HelloFresh, Harry’s, P&G, PepsiCo and SC Johnson.
This marks the first major acquisition by TSW since a management-led buyout of the agency in August 2018. Under the new set-up a plan has been put into place to transform the company into a global network.
Under the deal, the company will be rebranded as Connections by The Specialist Works. Although Connections co-founders Ray Cao and Daniel Rodic are departing the business, they will remain as external advisors to the new owners.
Connections investors Tony Hsieh, CEO of Zappos, Joshua Schachter, founder of del.icio.us and Rho Capital will remain shareholders.
TSW and Connections partnered last July on a marketing venture that enabled clients to purchase Exact Media's North American inventory of sampling and ecommerce insert programs as well as TSW's range of above and below the line media channels. This program proved successful and led to acquisition talks.