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A Stoke-on-Trent-based retail and field marketing agency, Dee Set Group, has been acquired by Acosta Europe, a global sales and marketing leader. Dee Set, which works with major brands like Asda and Innocent, will now operate under Acosta Europe’s umbrella.
With this acquisition, Acosta Europe will manage two distinct agency brands: Reach, which includes ShopSmart, and Dee Set. Both agencies have strong ties with well-known UK retailers and brands, including Morrisons, Arla, and Asda. Although they will remain separate entities, Dee Set and Reach will benefit from shared services and cross-agency expertise.
Greg Phillips will continue as managing director of Dee Set Group, while Ian Forshew has been named senior vice president and group managing director of Acosta Europe. Andy Buck will lead Reach as managing director.
Forshew commented on the deal, stating: “This acquisition brings together two major players in retail and field marketing to deliver comprehensive, flexible, and innovative solutions for the evolving UK retail market. Our expanded capabilities position us for the future, offering a one-stop shop for all brand and retailer needs.”
Phillips expressed excitement over the new opportunities created by the acquisition, noting the benefits for both customers and colleagues.
Forshew will report directly to Lisa Koth, who oversees Acosta Europe in addition to her responsibilities for corporate strategy, mergers and acquisitions, and innovation within the broader Acosta Group.
