The agreement, which was signed by both parties yesterday (28 January) at Grass Roots’ Beijing office, is intended to help the Hertfordshire-based agency expand throughout the Asia-Pacific region later this year.
The partnership includes a joint-funded sales and marketing team focused on promoting Grass Roots’ employee and customer engagement solutions to Pico's extensive client base.
It will be led by Pico TBA’s vice-president Darren Lim, and will build on Pico’s experience in events, entertainment, experiential marketing, sponsorship and retail marketing for B2B and B2C clients.
The move comes as the Grass Roots Group last week revealed plans to increase its share of revenues in Asia.
Steve Saxty, vice-president, strategic partnerships Asia for Grass Roots, said: "This is a truly exciting moment for both parties. Pico and Grass Roots are two international, long-established and highly respected powerhouses, focused on providing maximum added value to their customers through the delivery of excellence, creativity and proven return on investment.
"With highly complementary offerings, no significant conflict of services, and each having established leadership in their field, it is clear that together even greater value can be created for clients. The potential to drive new levels of employee and customer engagement with this combination of skills and expertise is genuinely market-altering."
Pico TBA's Lim added: "Pico TBA Consulting Group has been leading the way in looking to provide new value through our engagement marketing solutions, in particular through our expanded event and retail-marketing services.
"We are delighted to form this alliance with Grass Roots so we can further extend the range of services we offer to our clients."
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