• by Richard Whitman , Columnist, July 5, 2022

Irvine, CA-based Advantage Solutions, a provider of outsourced sales and marketing services to consumer goods companies and retailers, has combined several entities to create a new commerce marketing agency that it’s calling Advantage Unified Commerce. 

Advantage Unified Commerce combines the expertise of Amazon specialists Beekeeper Marketing and eShopportunity, e-commerce solution provider Sage Tree and shopper agencies IN Connected and Edge Agency. The newly combined agency is led by president Victor Lee, who most recently served as CMO for Kin Insurance and previously led marketing for RX Bar and Hasbro and held senior roles at Publicis Groupe’s Digitas. 

According to Lee, the new agency “offers an all-inclusive approach to commerce that increases brand engagement across channels and taps real-world learnings to drive real-time decision-making.”