Advent International-owned Williams Lea Tag acquires THP

Williams Lea Tag (WLT) has acquired THP, a Toronto-based provider of digital content and social media services for brand managers and marketers.

No financial terms were disclosed.

Founded in 2009 by CEO Amanda Riva, THP serves more than 680 food, beverage and consumer goods brands across North America and Europe.

U.K.-based WLT is a marketing and communications services provider. The acquisition is the company’s second since it was acquired last year by U.S. private equity firm Advent International.

Petsky Prunier advised THP on the deal.


Williams Lea Tag acquires THP to add on-demand digital and social media content capabilities to boost omni-channel proposition

October 11, 2018

Williams Lea Tag (WLT), the leading independent global marketing activation partner, has announced the acquisition of THP, the on-demand digital content and social media content agency based in Toronto, Canada, and operating across North America, the UK and Europe.

THP is revolutionising the way brands buy and create visual and social content through a comprehensive suite of fully on-demand services. It works with more than 680 food, beverage and consumer goods brands including Campbell’s, Chiquita, ConAgra, Kraft Heinz, Molson Coors, Nestle and Unilever across North America, the United Kingdom and Europe.

The WLT acquisition of THP is the second to be made under Advent International’s ownership, following quickly on from the news announced last month that WLT has also acquired digital production house, Taylor James.

David Kassler, Group CEO at Williams Lea Tag, commented, “I’m delighted to welcome Amanda Riva and the THP team into the rapidly-expanding WLT group as we collectively focus on turning creative ideas into reality. THP has developed a compelling offer, delivering rapid, cost-effective on-demand content and social media solutions very effectively for key players within the food and beverage sectors. As well as looking forward to ongoing success for THP in these sectors, I see huge potential for the THP offer to resonate with brands as we continue to embed omni-channel marketing activation across our worldwide portfolio.”

Amanda Riva, CEO of THP, commented, “I’m incredibly excited to join the Williams Lea Tag family especially at a time where agencies are focused on finding new service models to meet the evolving needs of marketers. THP’s model hit a sweet spot for our customers by offering an on-demand, low cost, high volume process for delivering digital content and social media services. Our team is thrilled to be able to accelerate our growth with the support and scale of such an incredible partner. The opportunity to work alongside David Kassler and the WLT team, and bring our specialized capabilities into its omni-channel mix is an exciting new chapter for all of us.”