Globe Groupe’s acquisition of Avidity triggers new UK representation at SSI Network for Logobrand and Gekko Group

Globe Groupe’s acquisition in March of Avidity Group (the group incorporating FMBE and field, experiential and data businesses McCurrach, Wave, Zing, StandOut and Thumbprint) saw a UK and Ireland vacancy emerge at the pan-European field service agency Network, SSI. The gap – necessitated as Avidity is no longer independent – has been filled by not one, but two notable award wiinning UK field services agencies, the FMCG specialist Logobrand and Consumer Electronics and Technology specialist Gekko Group.

In news announced this week, Logobrand stated that it “is delighted to announce that it has joined the SSI Network, Europe’s leading group of independent field service agencies. This new partnership brings together Logobrand’s deep expertise in data-driven field marketing with the strength and shared capabilities of a wider pan-European team.”

“We look forward to contributing to the continued development of the already compelling SSI proposition – and, in time, adding to our current tally of 62 industry awards with some that relate to European projects.”

“After 35 years as an independent agency, Logobrand knows the UK FMCG landscape inside-out. Through the SSI Network we’ll be excited to help brands and clients of other member agencies navigate the UK market and trade successfully in this ultra competitive environment.”

Gekko joined SSI Network ten days ahead of Logobrand. It stated:

Gekko Group is proud to announce it has joined the SSI Network. We know that remaining independent and having strong local know-how is vital for getting campaigns off the ground quickly and efficiently. However, by becoming part of this collective, Gekko Group can now share valuable knowledge, build better integrated solutions, and support brands across multiple countries by creating seamless cross-border marketing solutions.”

“The SSI Network’s flexible way of working means that our cross-market client services can be easily tailored to match the exact structure and needs of any organisation, focusing heavily on alignment and synergy. By working together to eliminate the burden of extra bureaucracy, this collaboration ensures Gekko Group will continue delivering fast and effective local results in the UK & I, now powerfully backed by an impressive European reach.”

For Avidity and Globe Groupe the acquisition was also reflective of pan-European ambitions. It stated that the acquisition enables Globe Groupe to reinforce its presence in the United Kingdom and Ireland and marks a significant step in the group’s growth strategy in Europe.

It sated “In a context where international tenders are becoming the norm, brands are looking for more efficient and effective solutions to improve their performance and ROI while optimizing resources. The sharing of strategies on a European scale, combined with tailored local deployment, has become the answer to these new challenges. This acquisition sets the stage for continued success and innovation, underpinned by shared values and a collective ambition to lead in the Shopper Marketing arena.”

“The merger of Globe Groupe and Avidity is a natural fit due to our shared DNA, based on a strong positioning powered by People x Tech. Together, we are combining our expertise to put people at the heart of technological innovation to unlock even greater value for our clients,” commented Jeremy Dahan, President of Globe Groupe. “We are delighted to incorporate Avidity’s British & Irish expertise in data & insight driven field marketing into our European offering.”

 “We’re excited to be joining Globe Groupe, a natural next step in our evolution,” commented Jill Ross, CEO of Avidity. “Globe Groupe already has a strong footprint in the UK following the integration of N2O in 2024, and together we will further unlock value for our clients through the group’s scale, multi-market reach and innovation firepower. We are delighted to offer a powerhouse proposition in sales, retail and brand experience, unique to the UK&I market.”