Aldi is buying billboard agency for $25m
The Canadian company Aldi announced today it has agreed to acquire advertising agency The Art Group for $50m.
The news comes just weeks after the company reported a revenue of $13m in the second quarter of the year, up from $12.5m the previous quarter.
The deal was announced by Aldi Chief Executive Officer Steve Ells.
The Art Group, which includes advertising agency Brandwatch and a variety of digital content, is a subsidiary of ad agency Digital Agency, which also operates a global advertising network.
The two companies share a common platform that allows brands to display their brand to audiences worldwide.
In a statement, Ells said, “Aldi’s continued growth and leadership position in the digital space will be greatly enhanced by this acquisition, and the company’s leadership in the field of advertising and marketing.”
Aldis new advertising agency will focus on a range of digital media, including digital marketing, digital ad sales and digital advertising.
A number of high-profile advertisers including the world’s largest beer maker Diageo and the British retailer Marks & Spencer have been experimenting with digital advertising and digital sales in recent years.
The new agency will work with brands that will be targeting the growing number of online consumers.
“The Art Agency’s expertise in digital advertising is a strong asset in Aldi’s strategy for growing its ad sales portfolio, as well as to drive further value for its customers through innovative advertising and distribution solutions,” said Michael O’Connell, the head of the advertising agency division at Aldi.
“We look forward to working closely with our new agency, The Art Agency, and we will be working with the Aldi team to accelerate the growth of our advertising business.”
Aldes new advertising arm will be led by the newly appointed head of digital advertising at Aldis, Dan Fagan.
Fagan said the acquisition will add the company to a growing list of global brands that have used digital advertising to reach audiences, including Coca-Cola, Visa, McDonald’s and Sony.
“Aldigis digital advertising strategy is driven by its ability to leverage the expertise of its global digital team to reach consumers with the highest-quality, relevant, engaging, and effective advertising,” said Fagan in a statement.
An Aldi spokesperson said the company has always been at the forefront of digital technology, and will continue to invest in the technology that will enable the company reach more consumers and reach their potential.
“The new digital agency will also contribute to Aldi and its digital team, as we continue to build on this strategic partnership,” the spokesperson said.
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