Match MG is a privately owned shopper marketing and activation agency operating in the US and Canada. Originally established in 1998 by Canadian marketer executive Brett Farren, it has expanded rapidly since 2012, when it was acquired by Toronto-based private equity fund Beringer Capital. Since then, the group has acquired around 20 other agencies across North America, including Marketing Drive in Connecticut (previously a division of FCB), Trisect, Circle One, beauty specialist Convergence, Action Marketing in Colorado, Quadrant, OSL and Magnet in Toronto and SVM in Montreal. Several of these have been combined. As a result the group now operates a network of eight separately branded offices in the US and Canada, offering slightly different services. For example, Marketing Drive is now integrated agency MatchDrive, while Action Marketing rebranded as MatchAction, specialising in experiential. Other units offer analytics, retail branding, digital services and merchandising. Founder Farren stepped down from the business in 2017. Michael Dill is now CEO. AdAge estimated revenues of $142m for 2017. In 2018, Beringer sold on the business to another investment company, Southfield Capital. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 4th October 2018
Adbrands Weekly Update 15th Dec 2016: US retail and shopper marketing group Match MG, which has expanded steadily since it was acquired by investment group Beringer Capital five years ago, added another agency to its collection. The latest addition is Chicago's Trisect, which recently secured activation duties for ConAgra's foods portfolio. No price was disclosed for the deal, which adds a 7th North American city to Match MG's footprint.
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