Williams Lea Tag expands with Popcorn Global

Williams Lea Tag (WLT) has bought Popcorn Global which it describes as an “end-to-end shopper marketing activation partner” offering point of sale and prototyping capabilities. Popcorn Global is based in Melbourne and also operates in Asia, North America and Europe.

Popcorn’s clients include Nivea, Super Retail Group, Coles and GSK.

WLT CEO David Kassler says: “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 and CEO Daniel Brodecky says: “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.”

WLT is a combination of print business Williams Lea and Tag, once best-known as an ad production business. Now owned by Advent International it has worldwide revenue of $1.2bn and 10,000 employees in 40 countries making it the world’s biggest such non-agency operator.

Popcorn Global is the third recent WLT deal under Advent International, following digital production house Taylor James last September and digital and social media agency THP in October.

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