Shopper Marketing

What Shopper Marketing does

Shopper Marketing Group, Inc., doing business as SMG Inc., is a privately held, U.S.-based multicultural marketing agency specializing in Hispanic consumer and shopper marketing for enterprise clients. The firm is headquartered at 11611 Tampa Avenue, Suite 185, Porter Ranch, California, and is led by CEO and Managing Partner Mario Echevarria. It traces its lineage to Ethnic Marketing Group, Inc. (EMG), founded by Enrique Gil in 1991, before being reconstituted as SMG Inc. in January 2012 by the former EMG management team.

The company delivers an integrated five-pillar service portfolio — Strategic Planning and Branding, Shopper Marketing, Promotions, Grassroots Experiential Marketing, and Media Services — supported by a proprietary methodology branded as the smgps™ Process System and an InSight™ Analysis situation-analysis tool developed across nearly two decades of Hispanic market work. Service execution is in-house, including SMG Street Teams for event staffing, and is augmented by subscription research from Nielsen, Arbitron, Simmons, Gallup, and Scarborough for media planning. Distribution is a domestic, single-country B2B enterprise field-sales motion targeting CPG and food & beverage companies, quick-service restaurant chains, insurance providers, and healthcare/government organizations.

The revenue model is professional services: project-based engagements, retainers, and campaign execution fees priced on a customized, project-by-project basis and not publicly disclosed. Named enterprise clients include ConAgra, Blue Cross WellPoint, Weber Grills, Shasta Beverages, La Croix, Bulova, Covered California Healthcare Provider Partners, and DIRECTV's Perú Mágico Channel. The firm maintains strategic alliances with major retailers to support in-store shopper loyalty programs, promotions, and POS merchandising for client brands, and holds the SMG Inc. brand identity trademark. No external institutional ownership, funding rounds, M&A activity, or AI/ML capability is disclosed in the available source material.

Name

Shopper Marketing

Legal name

Shopper Marketing Group, Inc.

Website

https://smg-roi.com

Company type

Private

Founded year

2012

Operating status

Operating

Short description

SMG Inc. is a privately held, Porter Ranch, California–based multicultural marketing agency providing integrated Hispanic shopper marketing, promotions, grassroots experiential, and media services to enterprise CPG, food & beverage, QSR, insurance, and healthcare clients since 2012.

Ownership category

akta.pro rank

Headquarters

HQ city

Porter

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Marketing Agency Services: Professional services revenue model providing integrated marketing services to enterprise clients. Services include strategic planning and branding, shopper marketing, promotions, grassroots experiential marketing, and media services. Revenue is generated through project-based work, retainer arrangements, and campaign execution fees.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

SMG Inc. is a multicultural marketing communications agency that develops and executes integrated campaigns targeting Hispanic and diverse consumer segments. The firm sells strategic planning, branding, shopper marketing, promotions, grassroots experiential marketing, and media services to brand and enterprise clients seeking authentic engagement with multicultural audiences.

Product overview

SMG Inc. is a shopper-centric multicultural marketing agency offering an integrated service portfolio. The core offerings include Strategic Planning and Branding, Shopper Marketing (focused on Hispanic consumers), Promotions, Grassroots Experiential Marketing, and Media Services—all supported by the company's proprietary smgps™ process methodology. These services are designed to work together as an integrated marketing solution targeting the U.S. Hispanic market across all acculturation levels, combining creativity with flawless execution to drive equity and sales for client brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Planning and Branding
• Shopper Marketing
• Promotions
• Grassroots Experiential Marketing
• Media Services

Quantifiable outcome

• Clients report achieving measurable ROI through culturally relevant shopper marketing programs

Named customers8 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Retail PartnerscoreStrategic or Co-development PartnerSMG Inc. develops strategic alliances with major retailers to support client brands through in-store marketing programs, shopper incentive programs, loyalty programs, and POS/merchandising initiatives. These partnerships enable execution of shopper marketing programs at retail locations nationwide.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Orcí: Hispanic advertising and integrated marketing agency serving major brands with creative, media, and digital. Comparable as a Hispanic-focused, full-service agency competing for the same enterprise CPG and consumer client mandates.
• d expósito & Partners: Hispanic creative and strategic agency focused on fully integrated marketing communications for U.S. Hispanic audiences. Comparable in target market, cultural-insight-led approach, and service breadth with CPG and service-sector clients.
• Casanova//McCann: A leading Hispanic creative and integrated marketing agency serving major brands with culturally relevant advertising and shopper marketing. Directly comparable in target audience (U.S. Hispanic), service mix (integrated marketing), and enterprise CPG/F&B client base.
• IW Group: A multicultural marketing agency specializing in Asian American and broader multicultural consumer marketing, with integrated advertising, digital, and shopper services. Comparable as a multicultural-specialist agency serving enterprise clients seeking cultural insights.
• ALMA DDB: A prominent Hispanic and multicultural advertising agency (part of DDB/Omnicom network) offering creative, media, and shopper marketing to enterprise clients. Comparable as a Hispanic-specialist integrated agency serving large consumer brands.
• Lopez Negrete Communications: One of the largest independent Hispanic-focused advertising agencies in the U.S., serving CPG, retail, and QSR brands with integrated, full-service Hispanic marketing. Directly comparable as a Hispanic-specialist agency offering strategy, creative, media, and shopper marketing to enterprise clients.
• República (Havas): Multicultural and Hispanic advertising agency serving major brands with strategic, creative, and media services. Comparable as a Hispanic-specialist integrated agency serving enterprise CPG and consumer brands, now operating under the Havas holding company.
• Sensis: A cross-cultural marketing agency offering strategy, advertising, media, and digital services to brands targeting Hispanic, African American, and Asian American audiences. Comparable as a multicultural-focused integrated agency competing for the same enterprise client briefs.

Broad incumbents

• Publicis Groupe: A global communications holding company with large multicultural and Hispanic-focused agencies (including through Sapient/Publicis Multicultural). Comparable as a broader incumbent with overlapping capabilities that competes with SMG on integrated and shopper marketing for enterprise clients.
• Lowe (MullenLowe): A large global advertising network with significant multicultural and Hispanic marketing capabilities through dedicated units. Comparable as a competitor in the broader advertising-services space that overlaps with SMG on enterprise integrated-marketing pitches, though its focus is not exclusively Hispanic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/shoppermarketingroi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shopper Marketing