Williams Lea Tag Acquires Melbourne-Based Shopper Marketing Company Popcorn Global

Williams Lea Tag Acquires Melbourne-Based Shopper Marketing Company Popcorn Global
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Independent global marketing activation partner Williams Lea Tag (WLT) has announced the acquisition of Popcorn Global.

Based in Melbourne and operating across the Asia, North America and Europe, Popcorn Global is a design-led shopper marketing activation provider with end-to-end retail design and prototyping capabilities.

Popcorn Global’s clients include global brands such as Nivea, Super Retail Group, Coles and GSK.

The WLT acquisition of Popcorn Global is the third to be made under Advent International’s ownership, following on from the news announced in September that WLT has acquired major digital production house Taylor James and the October acquisition of on-demand digital and social media content agency THP.

David Kassler (pictured above), group CEO at Williams Lea Tag, said: “Retailers are increasingly focused on creating a compelling shopping experience for their customers.

“Adding Popcorn’s best in-class in-store marketing capabilities to Williams Lea Tag’s existing marketing activation experience brings a powerful tool for both our consumer and retail clients.”

Daniel Brodecky, founder and CEO of Popcorn Global, said: “We are really excited to be joining the Williams Lea Tag family. The synergy between us is strong and our vision is aligned.

“The sheer scale and global growth ambition of the business makes us confident that together we can deliver innovative end-to-end client solutions around the world. The sky really is the limit.”

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