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Crossmark acquires PromoWorks


Leading sales and marketing services provider Crossmark has enhanced its shopper marketing capabilities with the purchase of PromoWorks.

The transaction will result in Crossmark being the preferred product sampling and demonstration agency for 10 of the top 20 food retailers in North America and the exclusive event marketing planning agency for many of the top consumer brands, according to the company.

“Through intense focus and execution, we have become the North American leader in in-store marketing for brands,” said Crossmark CEO Joe Crafton. “Not only does PromoWorks add to Crossmark’s scale and coverage, but we also are excited about the company’s ability to create integrated and innovative omni-channel campaigns.”

Founded in 1999, PromoWorks offers unique strategies that enhance the retail experience through customized shopper engagement and product sampling and demonstration events. The deal complements Crossmark’s acquisition in August of Marketing Werks.

“The PromoWorks and Marketing Werks transactions create solutions for our clients that are unrivaled. As traditional advertising continues to lose relevance in many categories, we are experiencing an explosion in utilizing people as media to engage with consumers on-the-go,” Crafton said.

The deals are designed to position Crossmark to capitalize on what the company expects will be increased usage of experiential marketing services in the coming decade.

“There is no more powerful marketing tactic than someone telling you face-to-face about a product benefit or giving you a sample of the product to taste or touch when you’re on the path-to-purchase,” said Jim Rose, president of Crossmark Marketing Services. “That is experiential marketing that leads to conversion and loyalty. And it’s why we’re so excited about making investments in this growing segment.”

PromoWorks will be led by industry veteran Julie Beck. Prior to joining PromoWorks in 2011, Beck held a variety of leadership positions at Procter & Gamble, Johnson & Johnson, Kraft and The Partnering Group.

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