In late 2019, acknowledging rapid and seismic shifts within the industry, we recognized clients were seeking more and alternative solutions in the marketplace. As the parent company of the industry’s leading sales agency with a healthy dissatisfaction for the status quo, we embraced the responsibility to provide clients additional resources and solutions. The result was the creation of R² Solutions, a boutique sales and marketing agency with a unique lab-like environment that enables its talented team to effectively reimagine strategies to meet the needs of brands across the omnichannel retail landscape. 

The objective of R² is to take a high-touch approach and move rapidly to implement learning. Creating R² as a business unit separate from Advantage Sales enables nimble, real-world experimentation and incubation of new approaches and technologies. Todd Mitchell, a highly innovative consumer goods industry leader, was tapped to be its chief executive officer.

Recognizing that such an approach isn’t for everyone, our boutique agency’s initial clients have been those who want a partner with whom they could experiment and test, and who like R² operate with a streamlined structure built for fast decision-making. 

R² provides custom services and solutions, including actionable research and insights, collaborative customer business management, technology-enabled store optimization teams and inventive shopper marketing initiatives from the Advantage Marketing Partners collective of agencies.

Although not the catalyst for the creation of R² as a distinct, autonomous agency, the R² model enables Advantage Solutions to effectively serve multiple clients within the same category. This approach is similar to how advertising holding companies have served their clients for decades.

The separation between R² and Advantage Sales is reinforced by its executive leaders, who were recruited specifically for its unique business model, a separate board of directors and dedicated client team leadership. Many R² clients deploy dedicated retail teams in primary channels. From a headquarter sales and business management perspective, R² has its own brand sales managers and insights and intelligence team.

While R² and Advantage Sales operate independently, some functions are facilitated through shared resources, leveraging the full scale of the Advantage Solutions enterprise and expertise to deliver best-in-class services with maximum efficiency. This long-established professional-services best practice is used by consultants, law firms, financial groups and advertising holding companies to provide clients across their networks with more efficient and effective solutions.

Addressing industry issues and proactively identifying client needs have always been hallmarks of Advantage Solutions and the development and launch of R² Solutions makes us stronger as a total enterprise for the benefit of our clients, customers, associates and shareholders.

Winning Together,

Tanya Domier
CEO
Advantage Solutions

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