Advantage Group

Advantage Group International is a global leader in business-to-business engagement, dedicated to helping people and organizations collaborate more effectively. Founded in 1988 in Toronto, Canada, by Ron Pirie, the company was built on the fundamental belief that businesses thrive when they commit to actively listening and responding to each other's feedback. This pioneering idea, which began with having retailers rate and rank their suppliers, has since evolved into a comprehensive suite of engagement solutions. For over three decades, Advantage Group has been the trusted advisor for many of the world's foremost fast-moving consumer goods (FMCG) suppliers and retailers, demonstrating that measurable and engaged relationships are foundational to superior business performance. The company's core purpose is to bridge the gap between listening and responding, transforming business interactions through data, insights, and actionable strategies.

Operating in more than 45 countries, Advantage Group International leverages its global reach and local expertise to serve a diverse clientele. The cornerstone of its service is the Advantage Report™, the world's leading 360-degree feedback system. This syndicated engagement program is meticulously designed to support suppliers and retailers in measuring, tracking, and strengthening their B2B performance. The company's global community is united by a strong set of corporate values, emphasizing empathetic feedback, active engagement, a high-performance mindset, and a relentless pursuit of improvement. Under the leadership of CEO John McLoughlin, Advantage Group continues to reinforce its commitment to client and retailer centricity, driving strategic growth and maintaining its reputation as the leading authority in fostering successful and productive business relationships across the globe.