USA - Exhibition company Freeman has acquired Wheelhouse Solutions and its Champion Exposition Services, George Fern Company and Immersa Marketing businesses for an undisclosed sum.
The deal sees Champion folded into the Freeman brand while leaving experiential marketing firm Immersa and exhibition services company Fern as standalone subsidiaries.
Predominantly a US player, Freeman is now looking at expanding its international presence with a new office in London later this year. In the US the acquisition gives Freeman a stronger presence in the associations market through Immersa’s expertise in event marketing.
The merger is seen by many as an attempt to thrust Freeman to the forefront of the international experiential marketing and tradeshow industry.
“We see this combination with Freeman as an exciting opportunity for not only our company but also for our customers who rely on us to enhance theircommunity engagements in innovative ways,” said Freeman CEO Joe Popolo.
While the financial information for the transaction was not revealed, it did not require any new stock issues.
The merger of the two companies broadens the range of solutions Freeman provides including Wheelhouse's Eventrac technology and strategic consulting, which will complement Freeman’s audio visual (AV) technology Concierge Elite.
“The landscape of our industry is changing rapidly, and as the business expands, it is critical that we not only continue to do the basics very well, but also pioneer the movement of bringing experiential marketing to the next level,” added Wheelhouse CEO, Bob Priest-Heck.
Freeman recently acquired AV business Encore Productions to break into the Las Vegas market.
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