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Grass Roots Meetings & Events targets expansion after acquisition

Blackhawk Network is lining up investment in Grass Roots Group's meetings arm after £90 million takeover

Pictured: David Taylor, MD of Grass Roots Meetings & Events

Grass Roots Meetings & Events intends on becoming a market leader across the globe following the acquisition of parent company Grass Roots Group by Blackhawk Network.

The performance improvement and incentive specialist was acquired by US incentive and reward giant Blackhawk for £90 million this week and will become a subsidiary of the California-based company.

David Taylor, MD of Grass Roots Meetings & Events said the move delivers massive opportunities for the agency that achieved a £2.2m profit in 2014 – its most recent accounts.

“We have been speaking to Blackhawk for more than a year and a lot of our planning has been aligned to what is going to come from them,” he said

“We have joined a multinational market-leader with a global digital footprint and a managed client spend of US$400 billion. What this does is allow Blackhawk to introduce a meetings and events presence, especially in North America and Asia.

“We are already the leading company in terms of meetings spend in the UK, now our ambition is to do that in multiple markets with clients who operate in more than one market regionally and globally. We can have a network that can expand.”

Grass Roots M&E’s strategies have been built around planned investment in people and technology, Taylor added, while meetings and events jobs would be safe.

“Blackhawk does not have a meeting and events capability, so no roles are being consolidated and we have a parent that wants to invest,” he said. “That investment is something that has been aligned with our growth projections and we have spent six months getting ready on a go to market proposition around consolidation of meetings. It’s an exciting time.”

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