Advantage Smollan, the newly-formed joint holding company between Advantage Sales & Marketing, LLC (Advantage) and Smollan Group (Smollan), announced today the acquisition of REL Field Marketing, a leading UK-based field marketing company. REL delivers incremental sales and value for consumer goods manufacturers and retailers through integrated sales and marketing programs including outsourced sales and merchandising, direct customer interaction, customer experience measurement, and retailer training and engagement.
The official announcement of the REL acquisition comes shortly after the announcement of the formation of Advantage Smollan, which will deliver a unified service agency solution throughout Europe and provide manufacturers with the best retail merchandising, technology, and reporting solutions on an international scale. REL is now fully owned by Advantage Smollan and will continue to operate under the name REL Field Marketing.
“Advantage Smollan carefully assessed a number of companies before selecting REL as the first acquisition partner of our European team,” said Tanya Domier, CEO of Advantage and board member of Advantage Smollan. “We were highly impressed by REL’s insight-based, purchase-driving programs as well as their unrivaled cultural engagement and passion for people. Their success is further evidenced by the company’s numerous raving fan clients and prestigious awards, including the title of Agency of the Year for three consecutive years by The Field Marketing and Brand Experience Awards.”
David Smollan, CEO of Smollan Group and board member of Advantage Smollan, added, “In addition to the strong cultural alignment between REL and Advantage Smollan, we also saw that REL’s unique approach to developing game-changing programs and connectivity with key customers across UK markets will help expand our reach. Their expertise and firm understand of the local marketplace dynamics will allow us to gain a strong foothold as Advantage Smollan launches in the European market.”
Rebecca Ahern, who will continue to lead REL alongside Stephen Gordon out of their headquarters in the UK, commented “We believe that this acquisition to Advantage Smollan will enhance REL’s proposition and service levels to our clients and customers. Being part of Advantage Smollan’s pan-European business gives us the opportunity to leverage best practices across the region and expand our relationships. We have seen a growing desire from our customers to look at fewer suppliers across Europe and this gives us a real opportunity to look to work with them on that journey as well as the potential to attract new customers in the UK through Advantage and Smollan’s relationships.”
About Advantage Smollan
Founded in 2015, Advantage Smollan is a jointly-owned holding company of Advantage Sales & Marketing, LLC (ASM) and Smollan Group that provides unified sales, marketing, and technology solutions for consumer goods manufacturers and retailers across Europe. Advantage Smollan offers the industry’s best capabilities and technology along with the local knowledge to address the unique dynamics of individual markets. The company combines ASM’s and Smollan’s best practices and resources with the extensive experience and market leadership of each portfolio company – all aligned in service excellence, thought leadership, and entrepreneurial spirit to deliver better results for clients and customers. For more information, visit www.asmnet.com and www.smollan.co.za