Field marketing agency Channel Advantage Ltd acquired by HPS Group Ltd
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Channel Advantage Ltd, a specialist field marketing agency, has been acquired by HPS Group Ltd, in a multi-million pound transaction managed by international M&A advisor BCMS.
Channel Advantage Ltd is a specialist field marketing agency, with a strong heritage in consumer technology field marketing, providing field sales support through sales staff training and the promotion and merchandising of client’s products in key retailers. Maidenhead-based, Channel Advantage Ltd is an agency of choice for a range of leading international technology and consumer brands, including Intel and Amazon.
The acquirer, HPS Group Ltd is a multi-disciplined marketing services group with specialisations in marketing strategy, digital marketing, and advertising and communications services. Marlow-based HPS Group Ltd’s client base includes BMW, BMI Healthcare, 3M, Mazda, Sony Computer Entertainment, Nissan, Bridgestone Tyres, mobile network O2 and Silverstone.
Mark Cornwell, CEO of HPS Group Ltd, commented: “The acquisition of Channel Advantage Ltd is an important stepping stone for HPS Group Ltd as we build a fully integrated solution for our clients. We now add ‘retail activation’ to a portfolio of services that encompasses the full spectrum of marketing communications.”
Tony Hall, CEO of Channel Advantage Ltd, added “Our clients have been asking for more ‘end-to-end’ integrated solutions, so the alliance with the HPS Group Ltd provides an exciting strategic fit. It also enables us to enhance our offer through the high-quality digital, analytic and creative resources provided in-house by HPS Group Ltd.”
BCMS deal leader Scott Jones, who managed the transaction, comments: “Channel Advantage Ltd has consistently delivered strong campaigns and their customer list of international brands has made them an attractive acquisition target.
“This acquisition will allow HPS Group Ltd to add field marketing to their core offering, and to provide new added-value services to the customers of both businesses.”
The vendors were advised by international M&A consultancy BCMS, which has a strong track record of leading deals in the sector.
