Matthew Clark, the drinks wholesaler part-owned by Punch Taverns, has bought a 51% stake in London-based marketing agency Elastic for an undisclosed sum.
Under the deal, Elastic will continue to run as an independent agency, “but both parties will take advantage of the natural synergy working together will bring”. Matthew Clark said its investment in Elastic will allow brand owners the opportunity to measure return on investment for their consumer-focused activities.
Steve Thomson, chief executive of Matthew Clark said: “We are very excited to be offering this great opportunity to any brand that wants to engage consumers in the on-trade.
“We believe this new partnership will help justify the ROI for brands at the strategy stage of brand planning, through the development of campaigns based on unique insight; something other agencies are unable to do. We look forward to working with the Elastic team towards a bright and profitable future.”
Daniel Rowntree, a founding director of Elastic, said: “We are brand builders that understand the need of every business to increase sales and grow. Joining the data and insights available through Matthew Clark, with the creative and executional skills Elastic already possess is a very powerful and unique proposition.
“The ability to be able to provide our clients with genuine sales evaluation and ROI is a strong USP, so we’re extremely excited about what the future will hold.”
