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LONDON — Acosta Europe has agreed to acquire Dee Set Group, a leading retail and field marketing services provider in the UK. The acquisition solidifies Acosta Europe’s position as the UK’s most comprehensive multi-channel retail agency, the company says, noting that it offers a full range of digital and physical field sales solutions to retailers and branded manufacturers of all sizes.
By integrating Dee Set Group’s expertise with its own extensive capabilities, Acosta Europe now operates under two distinct agency brands: Reach, including ShopSmart, and Dee Set, which encompasses Tactical Solutions. This merger marks a significant expansion in Acosta Europe's portfolio, which includes product consolidation, supply chain management, and in-store execution services.
“We are bringing together two scale players in the retail and field marketing services sector to provide our clients comprehensive, flexible, and innovative solutions that meet the needs of a dynamic UK retail market,” says Ian Forshew, senior vice president and group managing director of Acosta Europe.
This acquisition positions Acosta Europe as the only UK-based agency capable of delivering end-to-end sales services on a large scale, the company says. Its services range from dedicated to tactical and syndicated offerings, all backed by retailer accreditation across multiple channels. The company's expanded workforce of 3,500 in-store colleagues offers unmatched geographical coverage throughout the UK, ensuring close proximity to retail outlets while minimizing emissions.
In addition to its field marketing capabilities, Acosta Europe is investing heavily in technology, data, and AI-driven insights. The newly formed “Sales Force of the Future” promises to revolutionize how brands engage with their consumers, offering advanced, data-backed solutions to meet the demands of the UK’s rapidly evolving retail marketplace.
Under the new organizational structure, Greg Phillips will remain managing director of Dee Set Group, while Andy Buck will lead Reach. Both brands will operate independently, but with the flexibility to share resources and expertise across Acosta Europe.
“We are exceptionally pleased to welcome Dee Set and its talented associates to Acosta Europe,” said Lisa Koth, chief strategy officer and EVP of Acosta Group. “This acquisition not only enhances our capabilities but also reinforces our position as a global leader in end-to-end sales and marketing solutions.”
The company promises that the transition will be seamless for customers, who will continue to benefit from Acosta Europe's commitment to delivering high-quality, innovative services. The acquisition also promises new opportunities for growth and innovation as Acosta Europe capitalizes on the combined strength of both organizations.
