Williams Lea Tag acquires Popcorn Global to bolster shopper marketing activation expertise

Williams Lea Tag, the leading independent global marketing activation partner, has announced the acquisition of Popcorn Global, an end-to-end shopper marketing activation partner headquartered in Melbourne, Australia, and operating across Asia, North America and Europe.

Popcorn Global is a design-led shopper marketing activation provider with end-to-end innovative retail design and prototyping capabilities including expertise in designing both temporary and permanent displays, with a leading position in digital displays and content management.  Popcorn Global’s clients include multinational brands such as Nivea, Super Retail Group and Coles.

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.

David Kassler, Group CEO of Williams Lea Tag, commented: “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, CEO and Founder of Popcorn Global, 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.”