Pos Ad takes a bite out of activation agency Tristar Synergy

Pos Ad has recently acquired a 49% stake in Tristar Synergy, marking another step in their journey to become a 360 shopper marketing agency. The agency has declined to share the cost of acquisition.

In the eight years since its inception, Tristar Synergy has worked with brands such as Nescafe, Milo, Omega, Kit Kat & Tefal. Tristar Synergy, a promoter activation agency with strengths in creative campaign execution and roadshow events is an addition to the four existing companies under the Pos Ad Group banner.

In 2014, Jump Retail (part of Pos Ad Group) and Tristar Synergy were working on a test pilot project for Nestle which led to discussions resulting in the addition of Tristar Synergy to the Pos Ad Group.

Sue Ann Chew, group managing director of Pos Ad Group said, “We have been focusing on innovation and understanding the landscape through sub-category research, retailer needs and shopper priorities. Now, our Group is ready to incorporate promoter activation capabilities to our suite of services, to enhance our position as the 360 shopper engagement solutions provider.”

Angelina Ooi, business owner of Tristar Synergy said: “I am very excited to begin this journey with Pos Ad Group. We are looking forward to synergising with Pos Ad for exponentially bigger ideas, greater innovations, deeper insights and more robust strategies at the retail front.”

Ooi will still lead the agency with close collaboration and oversight from Sue Ann Chew, MD of Pos Ad Group.


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