Grass Roots announces new Asian alliance

Customer engagement solutions provider Grass Roots has announced a new strategic partnership in China with Pico TBA Consulting, a division of Pico Group, the brand activation company.

The co-operative venture in China is intended to roll out to a wider geography in the APAC region throughout 2014.

The arrangement takes the form of a joint-funded Sales and Marketing team, focused on promoting Grass Roots’ employee and customer engagement solutions to Pico’s client base and beyond.

The agreement was initialed, 28 January, at Grass Roots’ office in Beijing.

The new venture will be led by Pico TBA’s Vice-President Darren Lim, and will build on Pico’s experience in events, entertainment, experiential marketing, sponsorship and retail marketing to create greater value for both B2B and B2C clients.

This marks a significant step forward for Grass Roots Group with a core objective of increasing its share of revenues in Asia.

Steve Saxty, Vice-President, Strategic Partnerships Asia for Grass Roots, said: “This is a truly exciting moment for both parties. Pico and Grass Roots are two international, long-established powerhouses, focused on providing maximum added value to their customers. It is clear that together even greater value can be created for clients. The potential to drive new levels of employee and customer engagement with this combination of skills and expertise is genuinely market-altering.”

“We are delighted to form this alliance with Grass Roots so we can further extend the range of service we can offer to our clients,” said Darren Lim, Vice-President, Pico TBA.

Grass Roots CEO Richard Bandell said the group was making great strides with its Asia Pacific operations, “and in cooperation with such a well-established regional partner, we will be able to significantly enhance the value we deliver to our clients”.  

Founded in the UK in 1980, GRG operates in 15 countries throughout the world and has 14,000 clients, including 41 of the FTSE 100.

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Paul Colston


Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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