Crossmark Acquires Shopper Engagement Firm PromoWorks

Adds to scale and coverage; brings ability to create integrated omni-channel campaigns

Sampling Promoworks Crossmark

PLANO, Texas -- Crossmark, a leading sales and marketing services company in the consumer goods industry, has acquired the assets of PromoWorks, a leader of insights-driven shopper marketing solutions. PromoWorks offers strategies that enhance the retail experience through customized shopper engagement and product sampling/demonstration events.

"The transaction will result in Crossmark being the preferred product sampling and demonstration agency for 10 of the top 20 food retailers in the United States and the exclusive event marketing planning agency for many of the top consumer brands," Joe Crafton, Crossmark CEO, said in a letter to clients.

PromoWorks adds to Crossmark's scale and coverage, he said. It also has the ability to create integrated omni-channel campaigns.

PromoWorks will be Crossmark's go-to-market brand that will be the foundation for growth in grocery shopper engagement. Crossmark will roll its NCiM grocery events business under the leadership of the PromoWorks management team.

This is Crossmark's second recent acquisition of an engagement-focused marketing firm. In August, Crossmark acquired Marketing Werks, a leading independent consumer-engagement company.

"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," he said. "According to our research, experiential marketing is expected to see robust growth over the next decade."

PromoWorks, currently based in Schaumburg, Ill., 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.

Plano, Texas-based Crossmark provides services in the areas of headquarter sales, retail merchandising, retailer solutions, event marketing, in-store data collection and field intelligence, retail analytics and retail technology solutions.