Bristol-based national drinks wholesaler Matthew Clark has acquired a 51% stake in London creative agency Elastic, which specialises in boosting sales through live events and promotions.
Matthew Clark said the tie-up will offer brand owners the opportunity to measure return on investment (ROI) for consumer-focused activity.
Elastic works with brands, primarily in the drinks and leisure sectors, on ‘experiences’, live events, promotions and digital activity, including social media.
Matthew Clark, which has its head office and distribution centre at Whitchurch, said Elastic’s clients will be able to benefit from its extensive volume of customer insight, as well as being able to track product sales and following brand activity in target outlets.
The group supplies more than 1,000 types of drinks, including beer, wine and spirits, to 16,000-plus on-trade outlets across the UK, as well as providing hospitality training, labour management and marketing support. 
Financial terms of the deal have not been disclosed but Elastic will continue to operate as an independent agency based offices in Peckham, South East London.
Elastic founder and director Daniel Rowntree said: “We are brand builders that understand the need of every business to increase sales and grow. Joining the data and insights available through Matthew Clark, with the creative and executional skills Elastic already possesses is a very powerful and unique proposition.
“The ability to be able to provide our clients with genuine sales evaluation and ROI is a strong USP, so we're extremely excited about what the future will hold."
Matthew Clark chief executive Steven Thomson added: “We believe this new partnership will help justify the ROI for brands at the strategy stage of brand planning, through the development of campaigns based on unique insight.”
Matthew Clark was advised by Bristol-headquartered law firm TLT. Its team on the transaction was led by corporate associate Alice Gardner supported by partner and tax specialist Nathan Williams, commercial property associate Adele Johnson, employment associate Kate Williams and commercial solicitor Maeve Torrance.
Alice Gardner said: “The strategic acquisition of Elastic marks a significant step in our client’s growth strategy. We are delighted to have worked closely with Matthew Clark throughout the whole process, delivering first-rate results within tight deadlines.”
Matthew Clark finance director David Phillips added: “This is an important step in Matthew Clark’s strategy to bring a range of solutions to both our retail customers and brand partners. TLT helped drive a smooth transaction, blending fast responses to the technical issues, without ever losing sight of the end goal for both parties. As ever, their distinguishing feature was to blend those technical solutions with real commercial pragmatism.”
