Goodway Group snaps up Canton with key role for former Havas exec Paul Frampton-Calero

L-R, Paul Frampton (President, CvE) Rob Webster (VP, Strategy, CvE) Nick King (VP Commercial, CvE)

Goodway Group instructed City A.M. this morning it has reached an settlement to purchase UK-based Canton Marketing Solutions.

The enterprise can be merged with its advertising transformation consultancy Control v Exposed (CvE), which is run by ex-Havas Media Group CEO, Paul Frampton-Calero. 

Canton’s co-founders Rob Webster and Nick King each be a part of the CvE management crew as Global VPs of Strategy and Commercial respectively, reporting to Paul Frampton-Calero.

The expanded 40-person sturdy operation “will speed up CvE’s progress,” the corporate shared this morning, “and strengthen its experience in martech consulting, knowledge engineering and in getting ready international client manufacturers for third-party cookie depreciation.”

Founded in 2019, the enterprise has since expanded its service providing from a give attention to working fashions – creating efficient in-housed or hybrid company/ employees advertising groups and serving to manufacturers acquire media-buying independence – into technical fashions; specifically martech consultancy.

“Few companies will be neutral in the case of consulting. Whether it’s opting to in home media shopping for or know-how transformation, a consulting arm’s vested curiosity is normally to advocate the product its dad or mum sells,” CvE president Paul Frampton-Calero stated this a.m.

“That doesn’t at all times result in one of the best progress outcomes for shoppers,” he added. “Only by way of independence, the place the enterprise mannequin isn’t constructed on promoting another person’s product or one in every of your personal sister corporations, are you able to be neutral. Ambitious international client manufacturers worth advertising transformation consultancy, when it’s actually impartial.” 

In addition, CvE Global VP of Commercial Nick King stated that “Canton disrupted the market after we launched 4 years in the past, giving companies a brand new method to get recommendation and help to improve their digital advertising. This acquisition represents the second section of our evolution and can be a continuation of the work of the final three and a half years.”

With respective progress charges of 277 per cent and 183 per cent for CvE and Canton in 2021, Goodway Group believes that combining the 2 companies will give the corporate better scope for progress.  

The firm additionally plans to make use of the merger to broaden its service providing for a brand new and expanded consumer roster which now consists of Flutter Group, which incorporates Paddy Power, Betfair and Pokerstars, in addition to Vodafone, Reckitt Benckiser, BBC, Ice Travel Group/ TravelGrocery store, KFC, Boots Media Group and HMD/Nokia.

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