The retail marketing landscape in the UK is set for a significant transformation as Altavia HRG and Altavia UK merge to form a powerhouse agency under the name Altavia UK.
This strategic merger combines the strengths of two major players in the industry, creating one of the largest shopper marketing agencies in the country with over 140 employees.
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Joe Ward, joint Managing Director of the newly formed entity, provides insights into the merger and its implications for the retail sector.
Strategic Growth and Enhanced Services
The merger of Altavia HRG, based in Northampton, and Altavia UK, based in Sheffield, is a calculated move aimed at enhancing service offerings and expanding market presence.
“By combining the expertise and resources of both agencies, we aim to deliver even more innovative and effective retail marketing solutions for our clients,” Joe Ward explains.
This integration will allow Altavia UK to offer a comprehensive suite of services including strategy, shopper marketing, creative solutions, sustainable print production, supply chain management, brand communications, and retail media.
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By GlobalDataThe merger aligns with Altavia Group’s global strategy, which spans 65 businesses in 45 countries. This expansive network allows Altavia UK to leverage global insights and capabilities to serve over 1,000 retail clients worldwide.
“Our clients will benefit from a combined 50 years of experience, with two genuine expert teams coming together to deliver a wider range of services, removing complexity, and simplifying processes,” Ward adds.
Leadership and vision
Post-merger, Joe Ward and Nick White will serve as joint Managing Directors of Altavia UK. Ward will focus on client experience, strategy, and business growth, while White will lead operations and sustainability.
Vanessa Crow continues as the People and Culture Director, focusing on employee engagement and diversity initiatives.
Altavia UK’s vision is to help clients make a difference in retail through impactful brand activations. “We aim to create better experiences for shoppers and want to make the craft of shopper marketing a truly appreciated discipline,” Ward says.
The agency’s commitment to innovation, sustainability, and best-in-class client service is expected to set new standards in the industry.
Commitment to sustainability
Sustainability is a core value for Altavia UK, a commitment that dates back to 2009. The agency uses carbon-balanced materials, employs technologies to measure and reduce carbon impact, and collaborates with social enterprises.
This dedication is recognized by their EcoVadis Platinum accreditation. “Our commitment to sustainable sourcing practices and reducing our carbon footprint is integral to our operations,” Ward emphasizes.
Impact on employees and industry standards
All current employees from both agencies will be retained, with plans for further recruitment to support growth. Altavia UK fosters a culture of curiosity, respect, and continuous learning.
This environment ensures that teams are well-equipped to meet client challenges and deliver exceptional service. “Our culture promotes curiosity about each other’s experiences and strives to create an environment where all employees can thrive,” Ward notes.
The merger’s impact on the retail industry is expected to be substantial. As one of the largest shopper marketing agencies in the UK, Altavia UK is well-positioned to influence industry practices positively.
The agency’s focus on sustainability, innovation, and client service will drive new standards and best practices in retail marketing. “Our 140+ strong team makes us a highly experienced, performance-focused partner for brands and retailers,” Ward concludes.
