Advantage Solutions takes next step to simplify portfolio by selling digital marketing agency Adlucent to BarkleyOKRP

Core Viewpoint - Advantage Solutions Inc. has sold its digital marketing agency Adlucent to BarkleyOKRP, aiming to simplify its portfolio and strengthen its financial position [1][3]. Group 1: Transaction Details - The sale of Adlucent, a performance media business acquired by Advantage in 2016, was completed without disclosing the terms [1]. - The proceeds from the sale will primarily be used to pay down debt [1]. Group 2: Strategic Rationale - The CEO of Advantage Solutions, Dave Peacock, stated that Adlucent will thrive better within a digital-focused independent agency like BarkleyOKRP, allowing Advantage to concentrate on its core growth efforts [2]. - The sale is part of a broader strategy to simplify Advantage's business model, enabling a stronger focus on core capabilities and improving the balance sheet [3]. Group 3: Business Context - Adlucent specializes in performance media activation across major paid channels, including search, social, and CTV, and has established relationships with significant platforms like Amazon, Google, Microsoft, and Meta [2]. - The sale follows a series of strategic moves by Advantage, including the divestiture of foodservice businesses and restructuring of its European joint venture [3].