Groupe Aeroplan Seals Deal to Buy Carlson Marketing
Groupe Aeroplan Inc. has finalized its agreement to purchase Carlson Marketing Worldwide for $175.3 million.
The deal combines Canada-based Groupe Aeroplan, an international loyalty management corporation, with Minneapolis-based Carlson Marketing, one of the worlds largest independent marketing services companies.
With the acquisition Groupe Aeroplan expands its footprint to the United States, while at the same time enhancing its offerings to include a broader range of loyalty management services such as data analytics and a richer understanding of consumer behavior.
The two entities will continue to operate independently. Carlson will retain its name and headquarters for an undetermined period of time. The CEO of Carlson Marketing, Jeff Balagna, has been named executive vice president of Group Aeroplan, in addition to his responsibilities at Carlson.
The deal had been announced last month.
Carlson Marketing had been part of Carlson Companies, Inc., the global provider of loyalty marketing services and engagement and events management. The company’s clients operate in such markets as financial services, automotive, high tech, consumer packaged goods, and pharmaceutical. Carlson Marketing has operations in North America, Europe, Asia Pacific, and the Middle East.
Groupe Aeroplan operates Aeroplan, a Canadian loyalty program, and Nectar, a UK coalition loyalty program. In the Gulf Region, Groupe Aeroplan owns 60% of Rewards Management Middle East, the operator of Air Miles programs in the United Arab Emirates, Qatar, and Bahrain. Groupe Aeroplan also operates LMG Insight & Communication, a customer-driven insight and data analytics business offering international services to retailers and their suppliers.
