IRVINE, Calif., and STAMFORD, Conn. — Sales and marketing firm Advantage Solutions is buying retail and brand marketing specialist Daymon Worldwide.

Financial terms of the transaction weren’t disclosed. Under the agreement, Daymon will continue to operate as a separate legal entity at its Stamford, Conn., headquarters.

Jim Holbrook, CEO of Daymon Worldwide

Advantage and Daymon said they will form the only global solutions company with both brand-centric and retailer-centric services, operating in more than 45 countries, including multiple joint ventures. They noted that having associates in markets across the Americas, Europe, Africa, Asia and Australia with deep international and market area-specific knowledge will spur partners with manufacturers and retailers worldwide.

“Today’s evolving, omnichannel landscape requires new, innovative solutions, and together Advantage and Daymon will provide the furthest reach, deepest insights and broadest services — a collaborative effort that far exceeds what the organizations could achieve individually,” Advantage Solutions chief executive officer Tanya Domier said in a statement.

“Combining Advantage’s strengths in brand-centric sales, marketing and technology solutions with Daymon’s strengths in retailer-centric solutions creates the strongest provider of manufacturer and retail services in the industry,” Domier noted. “The separation between brand-centric and retailer-centric businesses will enable each to focus on its core competencies while leveraging back-office scale.”

Plans call for current equity investors in Daymon to become part owners of the holding company for Advantage and appoint members to its board of directors. The transaction is subject to customary closing conditions.

“Associates at Advantage and Daymon are aligned in their unstoppable drive to ensure that the return on investment for our business partners is greater than ever and that cash registers ring louder and more often,” stated Jim Holbrook, CEO of Daymon Worldwide. “We all look forward to serving clients and customers with the best possible solutions to help drive their businesses — that is our commitment.”

Irvine, Calif.-based Advantage provides business solutions to consumer goods manufacturers and retailers, with a suite of technology-enabled services in the areas of headquarter sales representation, business intelligence, merchandising and marketing, including promotional and experiential.

Daymon’s retailer and brand solutions provider span strategy and insights, sourcing, packaging and branding design, in-store retail execution and consumer experience marketing. The company has a presence in more than 15,000 retail locations and works with 10,000 suppliers and 6,000 manufacturers across 19 countries. Globally, Daymon works with over 1,700 brands and 165,000 SKUs.