IMA acquires South African shopper marketing agency VF! to expand global retail marketing capabilities
IMA, the global creative agency within Smollan’s Activation & Experience business, has announced the majority acquisition of leading South African shopper marketing agency VF!, marking another milestone in its international growth strategy.
The acquisition significantly strengthens IMA’s shopper marketing and retail experience capabilities, expanding its ability to help brands create connected experiences that influence consumer decision-making from initial brand awareness through to purchase.
As part of the acquisition, VF! will join IMA within Smollan’s Activation & Experience business, combining strategic shopper insight, creative development and retail marketing expertise with Smollan’s global retail execution capabilities.
Together, the businesses will offer clients a more comprehensive end-to-end solution that spans shopper strategy, creative campaigns, retail activation, experiential marketing and in-store execution across both physical and digital retail environments.
Building stronger retail experiences through shopper insight
Understanding how consumers shop has never been more important. As retail continues to evolve across physical stores, ecommerce and omnichannel experiences, brands increasingly need integrated partners that can combine data, creativity and execution to influence purchasing decisions.
VF! has spent more than two decades helping brands do exactly that.
The agency is recognised for transforming shopper behaviour and market insights into creative retail marketing solutions that deliver measurable commercial outcomes. Its specialist teams work across strategy, design and production to develop point-of-purchase displays, retail environments, branded experiences, product innovation and shopper campaigns that strengthen brand visibility and drive sales.
By bringing this expertise into IMA, clients gain access to an expanded global network capable of delivering connected retail experiences from strategy through to execution.
Supporting Smollan’s global growth strategy
The acquisition also represents a strategic investment for Smollan as it continues to strengthen its global Activation & Experience offering.
Combining IMA’s creative capabilities with VF!’s specialist shopper marketing expertise creates a stronger proposition for brands looking to build seamless customer experiences across multiple retail channels.
The move further reinforces Smollan’s commitment to helping clients grow through data-led insights, creativity, retail excellence and measurable commercial impact.
Continuity for clients and employees
VF! Founder and CEO Scott Adcock will continue to lead the business, ensuring continuity for clients, partners and employees while supporting the agency’s next phase of growth.
The VF! team will also relocate to IMA’s Cape Town offices, creating an expanded creative hub that strengthens collaboration while preserving the specialist expertise that has made VF! one of South Africa’s leading shopper marketing agencies.
Scott Adcock, Founder and CEO of VF!, said:
“Joining IMA marks an exciting new chapter for VF!. Over the past 20 years, we have built a business centred on understanding shoppers and creating meaningful retail experiences that deliver commercial value. Becoming part of IMA gives us the opportunity to scale our expertise, collaborate across a broader global network and continue delivering exceptional value to our clients.”
Mike Smollan, Chief Brand Experience Officer at Smollan Group, added:
“VF! brings an outstanding track record in shopper marketing, deep strategic expertise and an exceptional client portfolio. This acquisition strengthens IMA’s ability to create world-class retail experiences across physical and digital channels while enhancing our capability to deliver connected brand experiences that influence consumers from awareness through to purchase.”
Learn more
Discover how Smollan helps brands create connected retail experiences through data, technology and expert execution across every stage of the shopper journey.
Explore our Activations & Experiences capabilities, learn more about IMA, or find out how Smollan partners with brands in over 60 countries to drive growth at the point of purchase.
