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2012 Power 50: No. 43 Robert E. Hill

It’s been a particularly busy acquisition year for Acosta Sales & Marketing.

The Jacksonville, Fla.-based company made four significant deals designed to deliver improved results and increased value to its clients.

In June, Acosta signed an agreement to acquire Mosaic Sales Solutions, a leading sales and merchandising, experiential marketing and interactive firm. The deal will give its clients access to an expanded set of marketing solutions, particularly in the areas of experiential marketing, digital design and production, public relations, and social media, said Robert Hill Jr., Acosta’s president and chief executive officer.

The alignment with Mosaic followed Acosta’s foray into the foodservice channel with the acquisitions of Venture Sales Group and Quality Sales & Marketing, two regional foodservice sales agencies. Acosta’s long-term plan in foodservice is to expand its capabilities to help its clients grow their businesses in the channel.

“It has been a year of bringing new insights and capabilities to the company,” said Hill.

The year got off to a powerful start with another acquisition: Griffin Strategic Advisors, a growth and operations consulting firm focused on helping clients improve profitability and accelerate growth. Griffin combined with Acosta’s Marketing Group to form AMG Strategic Advisors, a new business unit led by Griffin’s co-founder and CEO, Carrie Shea. Shea serves as president of AMG Strategic Advisors clients and industries, and reports to Acosta’s chief marketing officer, Ramin Eivaz.

“The addition of Griffin enables us to offer new capabilities in growth strategy, brand positioning, shopper and marketing insights, and operational consulting to Acosta’s existing insight and data analysis capabilities,” said Hill.

Adding such capabilities is important at a time when shoppers are looking for ways to make ends meet, and CPG companies and retailers are faced with rising commodity costs.

“The breadth of our client base enables us to help brands create real and sustainable demand by collaborating with strategic partners to create co-branded shopper marketing programs,” Hill noted.

Acosta offers access to specific insights to help clients understand which channels produce results, and why, in order to help develop an appropriate marketing strategy. It’s also committed to improved retail execution, insights and backroom services. 

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