IMA bags South African retail marketing specialist

A global marketing agency has strengthened its shopper marketing capabilities with the acquisition of a South African specialist as it continues its international expansion.

Leeds-headquartered IMA has acquired a majority stake in shopper marketing agency VF!, bringing the firm into the Activation and Experience division of The Smollan Group.

VF! specialises in analysing shopper behaviour and market trends to develop data-led campaigns, branded retail displays, products and immersive in-store experiences aimed at driving commercial growth for clients.

Bosses say the deal is designed to enhance IMA’s end-to-end retail marketing offering, combining VF!’s expertise in shopper insights, strategy and creative retail campaigns with IMA’s global capabilities.

As part of the acquisition, VF! founder and chief executive Scott Adcock will continue to lead the business, providing continuity for clients and employees while supporting its next phase of growth.

The VF! team will also relocate to IMA’s new offices in Cape Town, further strengthening the agency's presence in the South African market.

Scott said: “Joining IMA marks an exciting new chapter for VF!. 

“Over the past 20 years, we have built a business centred on understanding shoppers and creating meaningful retail experiences that deliver commercial value. 

“Becoming part of IMA gives us the opportunity to scale our expertise, collaborate across a broader global network, and continue delivering exceptional value to our clients.”

Mike Smollan, chief brand experience officer at Smollan Group, added: “VF! brings an outstanding track record in shopper marketing, deep strategic expertise, and an exceptional client portfolio. 

“This acquisition furthers IMA’s ability globally to create world-class experiences in physical and digital retail for the consumer, enhancing its ability to create connected brand experiences from awareness through to purchase.”

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