History
1988 - The company was founded. The success of The Advantage Group’s flagship performance benchmarking program, dubbed “Advantage Report,” has led to the establishment of jointly-sponsored benchmarking programs in a variety of industries and markets around the world.
North America:
- 1988 - Advantage Report Grocery launched in Canada, measuring performance of FMCG with grocery retailers, mass, club, convenience, and drug store channels
- 1989 – Advantage Report Pharmacy launched, measuring performance of Rx, OTC, and diagnostic equipment suppliers with drug, grocery, mass, club, and distributor channels
- 2001 – Advantage Report programs introduced in the United States in packaged goods channels
- 2003 – Advantage Report Hospital launched, measuring the performance of medical device and Rx suppliers to hospital and buying group channels
- 2008 – Advantage Report Foodservice launched
- 2009 – Internal Practice Assessment (IPA) launched
- 2010 – Advanced Analytics launched
Western Europe:
- 2002 – Advantage Report commenced, measuring CPG suppliers’ relationships with major multiples, on trade, foodservice, WCS, and pet channels
- 2005 – Advantage Report launched in Germany, France, and Spain
- 2006 – Italy, Central Europe, The Netherlands, Belgium program added with FMCG suppliers
Eastern Europe:
- 2009 – Advantage Report Russia launched
Latin America:
- 2004 – Advantage Report expanded into Latin America with the introduction of performance benchmarking programs in Brazil, Mexico, and Puerto Rico
- 2007 – Advantage Report launched in Chile, Colombia, and Argentina
Asia Pacific:
- 2008 – Philippines, Thailand, and Australia added to the roster. Advantage Report launched with FMCG suppliers
- 2009 – Shopper Tracker piloted in Australia
In 2007, Australia’s largest independent ad hoc research agency, Colmar Brunton, purchased The Advantage Group. Its President John Shanahan is proud to count The Advantage Group among the Colmar Brunton group of companies.