The acquisition brings together PinPointer’s insight into shopper intelligence and engagement with Maynineteen’s experience in creating live retail events and experiential activations.
PinPointer, formerly Bo-Concepts, was launched in 2004 and has a portfolio of clients including Abel & Cole, E.ON Energy, Oasis, Sky TV and Virgin Media.
Maynineteen co-founders – Katie Coombes and Lynsey Hulme – will share a business development director role, while PinPointer founder Alison Bowcott-McGrath will lead the new team as managing director.
The new agency will have a total of 22 employees. In the short-term, Maynineteen will continue to operate out of their Salford-based headquarters at Media City, and PinPointer will be based at its current office at Exchange Quay, located nearby in Salford.
Bowcott-McGrath said: "I’ve long admired the theatre and excitement Maynineteen has brought to UK shopping malls and I’m looking forward to working with its talented team.
"Collectively, we’ll be able to take live events into even more high streets, shopping centres and Business Improvement Districts, with a strong leadership team that understands the science of choosing the right places and a wealth of brilliant ideas to ensure visitors are engaged and inspired. PinPointer has ambitious growth plans and I believe this acquisition will really put us on the map."
Lynsey Hulme, managing director at Maynineteen, said: "PinPointer shares our ethos of offering customers unique and relevant experiences that establish meaningful connections and bring brand loyalty. This is a fantastic result for both businesses; we’re confident this will be a smooth transition and business as usual for all clients."
More: In October, Maynineteen worked on Intu's Style Garden tour, which featured John Lewis, Gap and Miss Selfridge. Last year Hammerson shopping centres brought in Maynineteen for 'Summer Food Fest'.
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