Tax Strategy Statement

For the year ended 31 December 2023

This Strategy applies to the Advantage Smollan group of companies in the UK, which includes Advantage Sales & Marketing Limited, ASM Holdings Limited, Advantage Smollan Limited (“ASL”) and its subsidiaries.  The main UK trading subsidiaries of ASL are Resource Experience Limited, Flixmedia Limited, Powerforce Field Marketing and Retail Services Limited, Intermarketing Agency Limited, and Gig Retail Limited.  References to “AS UK” means all UK companies within the Advantage Smollan worldwide group.

AS UK’s Tax Strategy covers the core business principles we operate in relation to the management of UK taxes. The principal taxes are corporation tax, employment taxes, and VAT.

Our businesses

Founded in 2015, Advantage Smollan Limited is a jointly-owned holding company of Advantage Solutions (Advantage) and Global Smollan Holdings (Smollan) that provides unified sales, marketing, and technology solutions for consumer goods manufacturers and retailers across the UK and Europe.  ASL has its head office in Winnersh, Berkshire, UK with a number of offices across UK and Europe.


Our Tax Strategy as described herein is approved, owned and overseen by our Chief Financial Officer Europe in collaboration with Advantage Solutions’ Senior Vice President Tax, and aligned with AS UK’s Code of Conduct.  The Code drives behavioural and ethical requirements consistent with AS UK’s business and strategic objectives and is available on the Advantage Smollan website.  Any extensive restructurings and/ or significant changes in tax liabilities are reviewed by our Chief Financial Officer Europe and Advantage Solutions’ Senior Vice President Tax.  Day-to-day tax matters are delegated to AS UK’s Finance teams across the UK.

Attitude towards tax management

AS UK is a responsible taxpayer.  This is recognised by the Tax Strategy, which establishes a clear group-wide approach based on openness and transparency in all aspects of tax reporting and compliance, wherever AS UK operates.

Our two overriding objectives for tax management are:

Strategic tax objectives

Given the scale of AS UK’s business and the complexity of tax legislation both in the UK and worldwide, it is inevitable that tax risks will arise.  Where uncertainties exist or exposure is significant AS UK will seek external expert advice and, and where possible, will seek elimination or reduction of the exposure through transparent dialogue and communication with the tax authorities.

We consider that the above statement complies with Advantage Smollan’s obligation under para 16(2) and para 25 (1), Sch 19 Finance Act 2016.