Marketing Retail Agency LG&P Acquires Synergy Events

Paramus, New Jersey-based LG&P, which designs and produces in-store fixtures and environments, has acquired Synergy Events, which develops and executes retail events and experiences. 

The acquisition was prompted by the growing trend at retail to create a competitive advantage through enhanced shopper experiences.

The organization, now known as Synergy, an LG&P Company, will provide an integrated solution to the market. It leverages more than 25 years of experience at Synergy developing brand-building events with LG&P’s strategy, innovation, design and production capabilities.    

Neptune, New Jersey-based Synergy will become a division of LG&P, and the company’s senior leadership team will remain and function independently.

“As part of the LG&P organization, we will help clients present a seamless brand experience for both in-store and out-of-store marketing efforts – that includes everything from launching a new product to celebrating a brand milestone,” Synergy president Peter F. Hurley said in a media release. “The result is an integrated, single-source solution that will connect shoppers to brands at virtually any point along the path to purchase.”

The evolving retail marketplace is influenced by shopper trends such as personalization and customization. It’s also shaped by social media, transforming the process of delivering brand messages and connecting with shoppers. 

Successful brands and retailers must be prepared to transact with shoppers when, where and how the shopper wants. This acquisition will allow LG&P to develop unique and integrated solutions to drive those transactions on the shopper’s terms.

“It is our mission to design and produce shopper environments and experiences that create desired connections between brands and consumers and drive sales and ROI,” LG&P partner David Lloyd said in the release. “Our vision is to become the first choice for global retailers and brands as the best-in-class, go-to organization for delivering brands, products and experiences along the path to purchase.”

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