STW’s Smollan Group has expanded its retail marketing footprint to North America, announcing a new international partnership with US-based Advantage Sales & Marketing LLC (Advantage).

 The move makes Smollan  Group  (Smollan) the first and only truly global provider of innovative outsourced sales and marketing solutions  for  consumer goods companies and  retailers.

 Smollan’s new partner Advantage is North America’s leading provider of sales and marketing solutions, with  a  dynamic team of over 40,000 associates providing consumer goods suppliers and  retailers  with innovative headquarter sales, business intelligence, retail merchandising,  marketing  and technology solutions. Smollan is the leading provider of sales and marketing  solutions  in developing and emerging markets operating across five continents – including Australia – with 60,000  employees  and associates.  Together they now form the world’s leading retail solutions  company.

 Under the terms of the international partnership, Advantage will make an investment  in  Smollan, and the two companies will cooperate to provide seamless global services.   Smollan  will take primary responsibility for execution within Australia, Africa, the Middle East, South  America,  and East and South Asia, and Advantage will take primary responsibility for execution within North America. The two companies will also offer a unified solution  across  Europe through a newly formed joint  venture.

 Smollan Australia CEO David Pollock said the deal was an exciting move for the organization, which has been rapidly expanding during the past six years across all markets, and particularly Australia.

 “Expanding our footprint to the USA and Europe further cements our position as the leading provider of retail marketing solutions in Australia,” he said.  “We can now offer our clients truly global solutions where required, plus the advantage of worlds-best practice and tools tried and tested in the globe’s busiest retail environments.”

The partnership gives Advantage and Smollan the opportunity to leverage best  practices,  capabilities, and technologies to offer highly effective and consistent  international  representation to clients, many of whom themselves have a global presence.

 “We  have  developed immense respect for the Smollan organization as we have interacted with  them  over the past few years to drive and challenge each other on best practices and  technology  enablers” said Tanya Domier, Advantage Chief Executive Officer.  We are now excited  to  call them partners and deploy these practices and analytical and reporting platforms  across  our complementary markets to offer clients seamless visibility and score-carding, as well  as  a consultative, single point of contact with a global view of the business – essentially  an  efficient, one-stop shop for clients and customers  worldwide.

Smollan and Advantage have a longstanding association, drawn together as  like-minded,  people-focused companies, with similar histories of service innovation.  It was clear  early  on that we shared not only global aspirations, but a passion for continually enhancing  our  servicessaid Smollan global CEO David Smollan, who will join the Advantage leadership team  as  a partner advisor. “For example, the marketing division Advantage launched to help  clients  connect with shoppers and drive sales has become the number one experiential  and  promotional marketing agency in the U.S. Similarly, Smollan leads the industry  with  advanced technology and mobility platforms that provide clients with actionable insights  to  the  trade.”

 Both companies also have proven expertise in consolidating companies serving  fragmented  markets into a cohesive whole that continues to understand and cater to local  market  differences. Advantage rolled up 18 regional retail sales agencies to establish a  North  American footprint in the 1990s and, more recently, over 15 regional foodservice  agencies  to form the largest national division of its kind. Smollan has a longstanding  international  vision and history of expanding its model across borders into complex high growth  markets  such as India, China, Pakistan, the Middle East, and Southeast  Asia.

 Mr. Smollan continued: To fulfill our promise as a best-in-class business services  company  across Europe and on a global scale, we need the absolute best in terms of people  and  resources. As we look to complete our geographic footprint in Europe and beyond, we  are  targeting companies who are number one in their markets and who share  our  entrepreneurial culture and passion for adding value as they will have an ownership stake  in  the business and accountability for our growth  together.

 About Smollan  Group 

Smollan was founded in 1931 as a Regional South African based sales agency.  Today,  Smollan is an international retail solutions company that delivers growth for retailers  and  brand owners across five continents through leading solutions in field sales and  retail  execution, activation, information and technology. With extensive industry experience,  an  exceptional human platform of over 60,000 employees and sophisticated systems,  Smollan  has provided consistent service excellence to retailers and manufacturers for  three  generations. We see ourselves as the pivot point where the retailer, brand owner  and  shopper intercept. 

 In Australia, Smollan is part of STW, Australasia’s leading marketing content and communications group.

For additional information, visit 

About Advantage Sales & Marketing LLC


Founded in 1987, Advantage Sales & Marketing LLC (Advantage) is a premier sales  and  marketing solutions company committed to building brand value for our clients  and  customers. Advantage’s customized sales and marketing solutions include  headquarter  sales, retail merchandising, and marketing services such as shopper,  experiential,  digital/social, and multicultural marketing, for the grocery, drugstore, club,  convenience,  natural/specialty, consumer electronics, home center, and foodservice  industries.

Headquartered in Irvine, Calif., Advantage has more than 40,000 associates and  offices  throughout the United States and Canada. For additional information,  visit