Advantage Solutions Business Summary

Advantage Solutions Inc. (ADV) operates as a leading provider of outsourced sales and marketing services, generating revenue through a mix of service-based fees, commissions on sales volume, and project-specific contracts. The company’s business is organized into three primary segments: Branded Services, which provides headquarter representation and category management for consumer packaged goods (CPG) companies; Experiential Services, the company’s primary growth engine focused on in-store sampling and brand demonstrations; and Retailer Services, which offers merchandising and data-driven retail execution. Advantage maintains a dominant market position by leveraging its massive scale and deep integration within major retail ecosystems, particularly in North America. Its primary direct competitors include Acosta, Crossmark, and Smollan. Relative to these peers, Advantage distinguishes itself through its proprietary data analytics platform, Pulse, and its strategic pivot toward technology-led omnichannel solutions. The company is led by Chief Executive Officer Dave Peacock, a former President of Anheuser-Busch and COO of Continental Grain Company, who has spearheaded a multi-year transformation since joining in 2023. The executive team includes Chief Financial Officer Chris Growe, a former top-ranked equity analyst, and newly appointed Chief Information Officer Bob Hardester, who joined in February 2026 to lead technology-led growth. Other key leaders include David Fall, Chief Growth & Strategy Officer, and George Johnson, COO of Demonstration Services & Workforce Operations. Advantage Solutions, founded in 1987 by Sonny King, is governed by a board chaired by James Kilts, former CEO of Gillette, and includes representation from major investors CVC Capital Partners and Leonard Green & Partners. This leadership group is currently focused on streamlining the company’s portfolio through divestitures of non-core assets and scaling its high-margin experiential and data-driven service lines.