Leeds-founded global agency IMA has acquired a majority stake in South African shopper marketing agency VF! as part of its international growth strategy and ambition to to expand its capabilities in the shopper marketing space.
As part of the acquisition, VF! will join IMA as part of the Activation and Experience vertical within the parent Smollan Group, enhancing the agency’s end-to-end retail marketing function and “broadening its ability to deliver impactful shopper experiences across global markets.” The integration of VF!’s expertise will also broaden IMA’s offer across creative and strategic retail marketing.
The acquisition marks a key strategic investment for the wider Smollan Group, within its Activations and Experience vertical. VF!’s specialist teams analyse shopper behaviour and market trends to develop strategic, data-led campaign briefs designed to unlock growth opportunities for clients. These insights then inform the creative and design process, resulting in branded displays, products, retail systems, and immersive shopper experiences.
VF! founder and CEO Scott Adcock will continue to lead the business as part of IMA, ensuring continuity for clients and employees while supporting the agency’s next phase of growth. The VF! team will join the IMA team in its new offices in Cape Town.
Adcock said: “Joining IMA marks an exciting new chapter for VF!. Over the past 20 years, we have built a business centred on understanding shoppers and creating meaningful retail experiences that deliver commercial value. Becoming part of IMA gives us the opportunity to scale our expertise, collaborate across a broader global network, and continue delivering exceptional value to our clients.”
Mike Smollan, chief brand experience officer at Smollan Group, added: “VF! brings an outstanding track record in shopper marketing, deep strategic expertise, and an exceptional client portfolio. This acquisition furthers IMA’s ability globally to create world-class experiences in physical and digital retail for the consumer, enhancing its ability to create connected brand experiences from awareness through to purchase.”
Founded in Leeds in 1988, IMA has grown to operate across nine offices worldwide, including three locations in the UK as well as New York, South Africa, Dubai, Gibraltar, and Amsterdam
