What Cosine Group does

Cosine Group is a UK-based insight-led sales agency founded in 2005 and owned by Omnicom Group. The company operates as a hybrid sales execution partner, deploying trained field sales agents, phone-based BDE teams, and the *shopt digital retailer app (engaging 20,000+ convenience retailers) to deliver end-to-end sales services spanning new customer acquisition, retention, account management, promotional compliance, and brand activation. Its primary client base includes FMCG brands, beer/wine/spirits (BWS) brands, convenience retailers, parcel delivery networks, and commercial venues, with named enterprise relationships including DPD (7+ years), TNT Sports (10+ years), and Groupe SEB.

The company's core technology is the Cosine Connected platform, which integrates physical and digital sales solutions with data-led insight to enable dynamic deployment modeling and predictive intervention across stores, channels, and time segments. The platform integrates with Salesforce for targeted in-store training and operational problem resolution, and the company recently invested in Smartsheet (2024) for cross-team project management. Cosine's proprietary tooling includes Cosine Capture, a cost-effective field sales offering tailored for smaller and emerging brands. Cosine also operates sister brands Hyphen, Axis, and tpn within the Omnicom Group stable.

Revenue is generated primarily through professional services engagements under custom, multi-year commercial contracts with flexible pricing models (variable versus fixed cost focus). Cosine operates across the UK, Ireland, Italy (Milan office opened 2023), and the Benelux region (2024 expansion), positioning for European roll-up. The company holds Investors in People Gold Standard accreditation (top 2% of UK businesses) and won a Silver FMBE Award in 2024/25 for a DPD deployment project demonstrating 300% network expansion with only 25% team increase.

Name

Cosine Group

Legal name

Cosine Group

Website

https://cosine-group.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Cosine Group is a UK-based, Omnicom-owned insight-led sales agency that deploys field sales agents, inside sales teams, and digital platforms to deliver sales, compliance, and brand activation services for FMCG, BWS, retail, and logistics clients across UK, Ireland, Italy, and Benelux.

Ownership category

akta.pro rank

Product category

Field Sales & Marketing Agency Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Channel/Partner Sales Support (Reseller Enablement, Deal Reg) (BPAAADAH)

Keywords

• Field sales agency
• Retail execution services
• Promotional compliance auditing
• Sales activation services
• Data-driven sales insights

Headquarters

HQ city

Oxford

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Field Sales Services: Provides trained field sales agents who execute in-store merchandising, promotional compliance, customer prospecting, and brand visibility activities for FMCG and retail clients.
2. Sales & Retention Services: End-to-end sales experience including new customer acquisition, existing customer upsell/cross-sell, account management, and customer retention programs.
3. Compliance & Measurement Services: Monitoring, auditing, mystery shopping, surveys, and data gathering services to measure promotional compliance and retail execution effectiveness.
4. Data Analytics & Insights: Data science and advanced analytics services providing intelligent data-led insight for sales acceleration across channels.
5. Cosine Capture: Tool for smaller and emerging brands needing field sales coverage, reducing overall cost to serve while delivering additional sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Cosine Group is an insight-led sales agency that deploys trained field sales agents into retail environments to execute merchandising, promotional compliance, customer acquisition, and brand activation on behalf of enterprise brands. The company combines data analytics, in-store sales expertise, and proprietary digital platforms (Cosine Connected, *shopt, Cosine Capture) to deliver measurable sales uplift across FMCG, BWS, convenience, logistics, and commercial venue clients in the UK, Ireland, Italy, and Benelux.

Product overview

Cosine Group operates as an insight-led sales agency offering a connected platform (Cosine Connected) that integrates physical and digital sales solutions. The portfolio includes core services spanning Sales & Retention (new customer acquisition, upsell/cross-sell, field sales), Compliance & Measurement (auditing, mystery shopping, promotional compliance), Presence & Impact (shopper engagement), Advocacy & Engagement (brand advocacy), and Data Science & Advanced Analytics. Supporting tools include Cosine Capture for smaller/emerging brands and *shopt, a digital retailer app serving over 24,000 convenience retailers.

Differentiator

Problem solved

Functional benefit

Brands

• *shopt: A digital convenience app engaging over 20,000 convenience retailers, used alongside face-to-face visits to drive sales for clients.
• Cosine Connected
• Cosine Capture

Products and services

• Cosine Connected Connected platform integrating physical and digital sales solutions, enabling agile deployment across stores, channels, and times to unlock sales opportunities through combined human, virtual, and digital tools. Used by Cosine teams and enterprise clients to plan and execute field sales interventions.
• Cosine Capture

Quantifiable outcome

• 31-44% average uplift in Grocery channel
• +9 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and notable.

• DPDcoreStrategic or Co-development Partner · 1 January 2015Partnership with DPD PUDO (Pick Up Drop Off) division since 2015. Handles shop recruitment, onboarding, training, account management, and compliance. Manages 22,000+ annual visits maintaining 99% task resolution. Successfully supported 300% network expansion with optimized deployment model.
• TNT Sports (formerly BT Sport)coreStrategic or Co-development Partner · 1 January 201210-year ongoing partnership since 2012. Cosine created specialized sales team to sell TNT Sports into commercial venues. Focus on finding new customers, selling and cross-selling, and retaining them longer. Delivered record-breaking sales year on year, achieving over 20,000 new customers.
• Groupe SEBnotableStrategic or Co-development PartnerGrocery promotional compliance project. 150 field sales agents completed monthly retailer visits ensuring stock on shelves, promotions compliant, stock issues fixed, and POS correctly placed. Achieved £1M incremental sales uplift with 5:1 ROI vs 3:1 target.
• *shoptnotableTechnology or IntegrationDigital convenience app with 20,000+ convenience retailers using the platform. Cosine uses this alongside face-to-face visits to engage and educate retailers about client brands and ranges, driving sales activation.

Scale indicators15 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Outform: Outform is an international retail merchandising and in-store experience agency providing display execution, shopper activation, and brand engagement for FMCG/retail clients. Comparable in-store activation capability to Cosine's Presence & Impact service line.
• Relay Network: Relay (formerly Relay Field Marketing) is a UK sales and marketing activation agency serving major FMCG brands with field teams, mystery shopping, and retail compliance services. Closely comparable offering and target customer set to Cosine.
• TCC Global: TCC Global is an international retail marketing agency specializing in shopper loyalty programs, promotional campaigns, and data-driven retail insights for global brands. Comparable in the FMCG/BWS shopper-engagement space and uses a similar data-plus-execution model.
• Gekko Field Marketing: Gekko is a UK-based field marketing and brand-experience agency providing in-store sales, retail merchandising, and promotional activation for FMCG and retail clients. Directly competes with Cosine in the UK convenience and grocery channel.
• Acosta Sales & Marketing: Acosta is one of the largest North American sales and marketing agencies, providing retail execution, merchandising, and shopper marketing services to CPG brands. Directly comparable business model and end-market to Cosine, with deeper US scale.
• Advantage Solutions: Advantage Solutions is a major US-headquartered sales and marketing agency offering retail merchandising, shopper marketing, and integrated commerce services to consumer goods brands. Closely comparable to Cosine's field-sales and *shopt-style retailer engagement offering.
• CPM International Group: CPM is a global field sales and marketing agency also operating under Omnicom (CPM even shares the [email protected] contact domain in Cosine's data). Provides in-store execution, promotional compliance, and shopper activation for FMCG/BWS brands — almost identical service portfolio and target customer base as Cosine.
• Instore: Instore is a UK-based field marketing agency providing in-store retail execution, merchandising, and promotional campaigns for FMCG brands. Operates in the same UK and European channels as Cosine with comparable enterprise brand clients.
• SMG (Sales Marketing Group): SMG is a global retail experience and shopper marketing agency providing field marketing, retail technology, and brand activation services for CPG brands. Closely comparable technology-plus-field-execution model to Cosine Connected.

Broad incumbents

• Saatchi & Saatchi X (Publicis Shopper): Saatchi & Saatchi X is Publicis Groupe's global shopper marketing network, offering retail activation, in-store design, and shopper insights for CPG brands as part of a much broader creative/agency portfolio. Overlaps with Cosine's offering but is anchored in a much wider holding-company model.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thecosinegroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cosine Group