Channel Advantage sold to HPS Group

Channel Advantage Ltd, a specialist field marketing agency, has been acquired by HPS Group Ltd, in a transaction managed by BCMS.

Channel Advantage Ltd is a specialist field marketing agency, with a strong heritage in consumer technology field marketing, providing field sales support through sales staff training and the promotion and merchandising of client’s products in key retailers. Maidenhead-based, Channel Advantage Ltd is an agency of choice for a range of leading international technology and consumer brands, including Intel and Amazon.

The acquirer, HPS Group Ltd, is a multi-disciplined marketing services group with specialisations in marketing strategy, digital marketing, and advertising and communications services. Marlow-based HPS Group Ltd’s client base includes BMW, BMI Healthcare, 3M, Mazda, Sony Computer Entertainment, Nissan, Bridgestone Tyres, mobile network O2 and Silverstone.

Deal commentary

At the time of the transaction in 2014, Mark Cornwell, CEO of HPS Group Ltd, commented: “The acquisition of Channel Advantage Ltd is an important stepping stone for HPS Group Ltd as we build a fully integrated solution for our clients. We now add ‘retail activation’ to a portfolio of services that encompasses the full spectrum of marketing communications.”

Tony Hall, CEO of Channel Advantage Ltd, added “Our clients have been asking for more ‘end-to-end’ integrated solutions, so the alliance with the HPS Group Ltd provides an exciting strategic fit. It also enables us to enhance our offer through the high-quality digital, analytic and creative resources provided in-house by HPS Group Ltd.”