Williams Lea Tag acquires shopper-marketing firm Popcorn

Williams Lea Tag (WLT) has acquired Popcorn Global in a move it says adds advanced point-of-sale design and prototyping capabilities to enhance shopper marketing activation.

Described as a design-led, end-to-end shopper marketing activation agency, Melbourne-based Popcorn Global has operations in Asia, North America and Europe. It has expertise in designing both temporary and permanent displays, with a "leading position" in digital displays and content management, according to Williams Lea Tag. Its clients include Nivea, Super Retail Group, Coles and GSK.

This is the third acquisition WLT has made since being acquired by Advent International in August 2017. WLT purchased digital production house Taylor James in September and digital and social content agency THP in October. It also opened its own digital production studio, Smoke & Mirrors, in Bangkok in November. 

“Retailers are increasingly focused on creating a compelling shopping experience for their customers," David Kassler, group CEO of Williams Lea Tag, said in a media release. "Therefore, 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, said the visions of the two companies are well aligned, and their scale and growth ambition will allow them to deliver innovative solutions for client around the world.