G2 Acquires DPI, a Leading Shopper Marketing Consultancy

Singapore : G2, the global brand activation agency network, today announced a majority-stake acquisition of DPI, one of Greater China’s leading integrated shopper marketing consultancies. Effective immediately, DPI service offerings will be integrated into the operations of G2 Asia Pacific, a member of Grey Group.

DPI’s total shopper marketing and design solutions, which include shopper-based design, retail space design, merchandising systems design, experiential design and environmental design, will deepen G2’s multifaceted service offering of branding & design, shopper marketing, promotional & experiential marketing, digital marketing, data consulting and relationship marketing.

Founded in 1996, DPI is headquartered in Hong Kong, with offices in Guangzhou and Shanghai, and employs more than 80 full-time staff. Key clients include Procter & Gamble, GlaxoSmithKline, Mead Johnson, Ferrero, Nestea, Lee Kum Kee, Doll, Haier, Mannings and Hong Kong Tourism Board.

“We remain committed to the continued elevation of our position as a global leader in activation marketing, and the critical Asia Pacific region remains a priority for us,” said Joe Celia, Chairman and CEO, G2 Worldwide. “From a discipline perspective, shopper marketing and retail are among the fastest-growing segments of our business, and both are central to G2’s offering. The acquisition of DPI represents the latest move in our Asia Pacific growth strategy.”

“The market for brand activation agencies is growing exponentially in Asia Pacific region and we identified DPI as best-in-class with its penetrating marketplace knowledge and quality offering, particularly in the shopper marketing and retail space,” said Nirvik Singh, Chairman and CEO, Grey and G2 Asia Pacific. “We are dedicated to further enhancing our capabilities across the region to create and deliver even more compelling marketing programs for our clients.”

“We are confident that DPI’s unique and specialised shopper marketing and design offerings will add value to G2’s portfolio of services to its clients,” said Adeline Lee, CEO of DPI. “This partnership enables us to tap into G2’s network strength, as well as its depth and breadth of experience with blue-chip clients as we broaden our footprint in Greater China. In addition, we will be able to leverage proprietary tools like Grey and G2’s Eye on Asia – Retail study to gain vital insights into the consumer’s Purchase Decision Journey.”

The acquisition raises G2’s position as a top marketing-services agency, not only in Greater China but also throughout Asia Pacific. In recent years, G2 has seen accelerated new business and client growth across the region, while other premier investments have included the addition of G2 Star Echo and G2rams in the critical China and India markets respectively.

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