Grass Roots fuels expansion with Latin America buy-out

The Grass Roots Group has expanded its worldwide operation into Mexico, Venezuela, Columbia, Brazil and Miami with the acquisition of a controlling interest in Bittime, Latin America’s leading incentive and rewards firm. Grass Roots Bittime, as the new business will be known, also has partner offices in Argentina, Costa Rica and Chile. Grass Roots chairman David Evans said that the acquisition, worth “millions of dollars” and funded from its own balance sheet, will benefit UK corporates who want to run international programmes in more than one country. “We want to offer a global solution with a local function,” he said. “We have a lot to learn from other countries and vice-versa.” Grass Roots stressed that the new offices will not act as DMCs. “We have to look at what is best for our clients and we value the work of specialist DMCs,” said managing director Rik Burrage. The agency now has 12 offices worldwide that employ around 400 people, and Evans insists that redundancies are not planned at the new offices. “We are retaining all staff, including senior management,” he said. Evans also confirmed that the new offices are part of a strategy to have a comprehensive global presence within the next 18 months, with the next stage of expansion already underway. “Once we finalise the Italy office we will have completely covered the traditional European market, so we’ve started to look east,” he said. He refused to confirm how far east the company is looking, but did not deny that a Chinese presence was on the cards. “China is a growing market and an option at some point,” he said. In addition, Grass Roots has formed a joint venture with advertising agency MEMAC Ogilvy Holdings to open an operation in Dubai. The office will be run by Mark Spicer, formerly Grass Roots Group’s project manager for its awards services based in Tring.

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
You don't need tech to immerse people

You don't need tech to immerse people

You don't need expensive technology to engage audiences, says Karin Kadin of Brands at Work.

DRPG secures sweet deal with client win

DRPG secures sweet deal with client win

An internal awards ceremony for a confectionary brand saw 400 employees recognised for their achievements.

How the industry has changed for venues

How the industry has changed for venues

Director of Lane End Conference Centre reflects on changes to meetings and events since venue opened in 1969.

Audience UK appoints head of experiential

Audience UK appoints head of experiential

Full-service engagement agency appoints Stephen McIntosh as its head of experiential to oversee activations.

In pictures: SOTI Directors Dinner

In pictures: SOTI Directors Dinner

C&IT welcomed directors from the top 50 agencies at the Savoy, in partnership with Singapore Tourism Board.

Venues, hotels and activities in Latin America

Venues, hotels and activities in Latin America

From exploring the famous ancient ruins in Peru to five-star Art Deco luxury by the Copacabana in Rio de Janeiro

Why organisations need a mental health champion

Why organisations need a mental health champion

Forward-thinking companies need to address mental health according to advice from Ashfield Meetings & Events and SPARK THINKING.

New London office and senior hires for Seventa Events

New London office and senior hires for Seventa Events

Three new team members join the agency at its new Tobacco Dock headquarters.

Why good lighting at events is so important

Why good lighting at events is so important

Rob Myer, managing director at Light Fantastic, explains why theatrical expertise is helpful for lighting events.

Inspirational Venues & Events hires operational director

Inspirational Venues & Events hires operational director

Inspirational Venues & Events has appointed Amina Bentamoune as operations director.

LATEST JOBS