Valassis Strikes Deal with Alliance Marketing

LIVONIA, MI—Valassis, a media and marketing services provider, and Alliance Marketing, an independent ad group representing more than $2 billion in annualized retail sales, announced an arrangement to develop and execute in-store marketing and media programs, starting in the second quarter of 2011. Alliance Marketing and its affiliates represent independent supermarkets in 15 states.

The new partnership brings more than 200 independent retailers to Valassis’ In-Store network, representing 70 retail banners. Valassis will help Alliance Marketing emphasize promotional pricing at the shelf, heighten the effectiveness of brand messaging at point of sale and streamline the way consumers find information about products and how they can be used.

“We are tremendously excited about our partnership with Alliance Marketing and the retailers they bring into the Valassis In-Store network,” said Michael Kowalczyk, vice president and general manager of In-Store Marketing. “I would expect that, in combination with Alliance Marketing’s creative and analytical prowess, Valassis will be able to deliver an in-store experience previously unavailable to consumers in those respective markets.”