Advantage Solutions—Ad Age Agency Report 2024

Advantage Solutions is a provider of outsourced sales and marketing services to consumer goods marketers and retailers. See Advantage Solutions’ financial reports. More from Ad Age Agency Report 2024 Big picture: State of the agency business World’s biggest agency companies Agency listings Agency revenue growth Agency company revenue by client sector Advantage Solutions’ revenue as reported for the Ad Age Agency Report is based on marketing revenue excluding pass-through revenue. Clayton, Missouri-based Advantage Solutions offers services related to marketing and sales. Starting in 2024, Advantage Solutions realigned its reportable segments into three segments: Branded Services (businesses serving consumer packaged goods marketers); Experiential Services (businesses executing consumer demonstrations); and Retailer Services (businesses serving retailers). The company in 2023 operated through two reportable segments: marketing segment and sales segment. Marketing segment: Advantage Solutions’ annual regulatory filing for calendar 2023 said: “We believe that our marketing segment is differentiated from our competition by our people, retail connectivity, entrepreneurial marketing mindset and scale. “We launched our marketing business in 2000 in response to our observation of the challenges that our clients were experiencing by working with traditional marketing agencies that were not effectively connecting brand marketing strategies, sales planning efforts and retailer strategies to offer cohesive brand marketing. “Our position as an intermediary in the market gives us deep insight and understanding into manufacturers’ needs from a sales perspective, their marketing and promotion strategies, as well as retailer strategies. “We believe this position enables us to create more effective, shopper-focused marketing promotions by connecting client sales and marketing strategies with those of retailers.” Sales segment: Through its sales segment, Advantage Solutions provided clients a range of outsourced services to support sales in the traditional retail, food service and e-commerce channels. Advantage Solutions’ ticker: ADV Advantage Solutions (formerly Advantage Sales and Marketing) launched IN Marketing Services in 2000 as a shopper promotions agency. IN Marketing Services in 2015 rebranded under the umbrella name Advantage Marketing Partners. The company’s roots date to 1987, when Advantage Sales and Marketing began as an independent food brokerage company in Southern California. Allied Capital Corp., a business development company, in 2004 bought a majority stake in Advantage Sales and Marketing. Allied in 2006 sold a majority stake in Advantage Sales and Marketing to buyout firms J.W. Childs Associates and Merrill Lynch Global Private Equity. J.W. Childs and BAML Capital Partners (formerly Merrill Lynch Global Private Equity) in 2010 sold a majority stake in Advantage Sales and Marketing to Apax Partners, another buyout firm. Apax in 2014 sold its majority stake to buyout firms Leonard Green & Partners and CVC Capital Partners. Advantage Sales and Marketing changed its name to Advantage Solutions in 2015. Advantage Solutions in October 2020 became a Nasdaq-listed public company through a business combination with Conyers Park II Acquisition Corp., a publicly traded special purpose acquisition company. Advantage Solutions in first-quarter 2024 relocated its corporate headquarters to the St. Louis area (Clayton, Missouri) from Irvine, California. It continued to use Irvine as a collaboration hub. “Advantage Solutions connects people with products and experiences that enrich their lives. Take a look in your pantry, fridge or medicine cabinet. We connect the products you need and love with the places you shop, in store and online. We’re the unseen architects of your everyday shopping experience. “Today we’re simplifying to a unified operating model with a portfolio that focuses on our core—a powerhouse suite of services that address almost every need across consumer packaged goods and retail, e-commerce and physical stores, national and private brands. As a leading provider of outsourced sales and marketing solutions to consumer goods companies and retailers, we serve by solving problems. “Our suite of brand, retailer and experiential services include data- and technology-driven services, headquarter sales, retail merchandising, in-store and online sampling, digital commerce, omnichannel marketing, retail media and others, all to help brands and retailers of all sizes. “Our marketing teams work with a diverse portfolio of more than 2,000 brands and retailers across a wide range of retail channels. With a seamless connection to our sales teams, our marketing agencies offer brand, retail, consumer and shopper insights and experiences across the entire purchase journey.” Ad Age Agency Report 2024 Revenue and analysis for agency companies Click here

Advantage Solutions—Ad Age Agency Report 2024

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