Livonia’s Valassis Acquires Atlanta Company, Continues Expansion

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Valassis, a Livonia-based company that optimizes campaigns for direct mail, newspaper inserts, and digital advertising, has acquired SuperCoups in Atlanta, an independently owned mailer operating within the SuperCoups franchise system.

Valassis is the franchisor and owner of the SuperCoups brand, which focuses on direct mail coupon advertising. In the Atlanta market, SuperCoups reaches nearly 200,000 households six times per year.

“With this acquisition, we increase the value we offer our small and medium business clients and merchants with relevant, local offers we deliver to consumers,” says Wayne Powers, chief revenue and operating officer at Valassis.

He says the company accelerated its expansion into the local market with the acquisition of Clipper Magazine in late 2015, and is focused on growing a local footprint to continue strengthening its delivery across the country.

Valassis works with more than 58,000 clients. In 2014, MacAndrews and Forbes acquired the company for approximately $1.8 billion. Today, Valassis has around 7,000 employees operating in nine countries.

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