Williams Lea Tag acquires Popcorn Global

Keiligh Baker's picture

London-based marketing and communication firm Williams Lea Tag has acquired Popcorn Global.

Popcorn Global is an end-to-end shopper marketing activation partner headquartered in Melbourne, Australia, and operating across the Asia, North America and Europe serving a broad range of clients including Nivea, Coles and GSK.

WLT chief executive David Kassler 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.”

Popcorn founder Daniel Brodecky added: “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.”

The Popcorn Global acquisition 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 THP, the leading on-demand digital and social media content agency.

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