Advantage sells content management platform The Data Council to SPINS

peter frost

Advantage Solutions today said it has sold content management platform The Data Council to SPINS, the latest step in the company’s efforts to simplify its portfolio and focus on its core businesses. 

As part of the agreement, which closed May 31, Advantage and SPINS expect to continue an ongoing relationship, primarily via Advantage’s private brand business. Terms were not disclosed.

The Data Council, which curates, manages and syndicates product information for the specialty, natural and organic product sectors, will integrate into SPINS, a leading provider of data and intelligence for the natural products industry.

“While The Data Council has built a leading content management platform and forged strong partnerships across the consumer packaged goods industry, we believe the sale to SPINS will unlock more value for both enterprises,” said Advantage Solutions CEO Dave Peacock, in a release.

The transaction, he said, “represents another step in our strategy to simplify our business. Aligning Advantage’s time, talent and resources with our core capabilities is crucial to our long-term success.”

The agreement extends a longstanding relationship between SPINS and The Data Council.

“This is a natural and welcome step forward for SPINS as we continue to seek out new ways to make it easier for our customers and partners to connect, communicate and grow,” said Jay Margolis, CEO of SPINS, in a separate release.

For Advantage, the sale aims to advance its broader growth acceleration plan, which includes efforts to simplify its portfolio — enabling greater focus on the company’s core capabilities while strengthening its balance sheet, driving productivity and fueling growth.

It follows a series of transactions completed in recent months, including the May sale of digital agency Adlucent, the January sale of Advantage’s collection of foodservice businesses, the November restructuring of its joint venture operating in Europe and the sale of Atlas Technology Group in October.

“I’m confident these moves position us to continue to lead as a strategic partner of choice, delivering the speed and precision required to generate demand and convert more shoppers into buyers on behalf of our clients,” Peacock said.