Emerald Acquires G3 and its Four Annual Events

Danica Tormohlen, Editor-at-large
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SAN JUAN CAPISTRANO, Calif.— Emerald Expositions Events Inc., a public company that produces 55 trade shows and conferences annually in the U.S., acquired G3 Communications (gthreecom.com), a B2B digital media and marketing firm that produces four conferences annually. The G3 team of nearly 50 employees, including Andrew Gaffney, Senior Vice President, will join Emerald, reporting to Johanna Morse, Senior Vice President of Emerald’s Creative Group. Financial terms of the transaction were not disclosed.
“I’m delighted to bring G3 into the Emerald family, as it directly advances our mission of being a year-round partner to our customers and providing critical information and insights that will fuel their success,” said Emerald President and CEO Sally Shankland. In 2018, Emerald’s events connected more than 500,000 global attendees and exhibitors and occupied more than 7 million net square feet of exhibition space.
Founded in 2007 in Hasbrouck Heights, N.J., G3 produces online content through websites, webinars, newsletters, podcasts and blogs, and in person via four annual events: the Retail Innovation Conference in New York, the Retail TouchPoints Live! at Emerald’s RetailX in Chicago, the B2B Marketing Exchange (B2BMX) in Scottsdale, Ariz., and the B2B Sales & Marketing Exchange (B2BSMX) in Boston.
“We partnered with G3 to bring their Retail TouchPoints Live! conference program to Emerald’s RetailX show in Chicago this past June,” Morse said. “Customer feedback was extremely positive, and we firmly believe there are significant opportunities to bring G3’s conference programming to many of Emerald’s retail-focused events in the future. Both the retail industry and the broader B2B sector in general are going through dramatic transformations, largely due to shifts in sales channels and changes in buyer behaviors, and G3 can help us to inform and educate our customers so that they are better prepared for these changes.”
Through its mix of events, digital publications and marketing services, G3 offers custom content creation, demand generation, account-based marketing and digital engagement for B2B brands, including several Fortune 500 companies.
“The rapid expansion of our B2B Marketing Exchange events has put us in a unique position for continued growth and to add value to a wider base of industries and job roles,” Gaffney said. “The prospect of leveraging Emerald’s resources, infrastructure and expertise, particularly in the event space, excites us as we look to scale our existing events and launch new ones, as well as deliver new value in the industries we serve.”
Reach Sally Shankland at (949) 226-5700 or sally.shankland@emeraldexpo.com.