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Major strategic alliance for Grass Roots in Asia

Grass Roots, the world’s leading provider of employee and customer engagement solutions, announces the formation of a ground-breaking strategic partnership in China with Pico TBA Consulting Limited, a division of Pico Group which is a leading Total Brand Activation company with a worldwide presence and a proven track record nearly half a century long.

The cooperative venture in China is intended to expand to a wider geography in the APAC region later in 2014. The arrangement takes the form of a joint-funded Sales & Marketing team, focused on promoting Grass Roots’ employee and customer engagement solutions to Pico's extensive client base and beyond. Today saw the agreement signed 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 deep experience in events, entertainment, experiential marketing, sponsorship and retail marketing to create even greater value for both B2B and B2C clients.

This marks a significant step forward in delivering against one of the Grass Roots Group's core objectives to increase its share of revenues in Asia.

Steve Saxty, Vice President, Strategic Partnerships Asia for Grass Roots, commented, ‘This is a truly exciting moment for both parties. Pico and Grass Roots are two international, long-established and highly respected powerhouses, focused on providing maximum added value to their customers through the delivery of excellence, creativity and proven return on investment. With highly complementary offerings, no significant conflict of services, and each having established leadership in their field, 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.’

”Pico TBA Consulting Group have been leading the way in looking to provide new value through our engagement marketing solutions in particular through our expanded event and retail marketing services. 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." Darren Lim, Vice President, Pico TBA observed.

Grass Roots CEO Richard Bandell is equally enthused about this partnership: ‘We are privileged to be joining forces with Pico and look forward to working together. I believe we are making great strides with our 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.’

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