United Digital Group sells performance marketing division to Omnicom
Frankfurt am Main — ALANTRA advised United Digital Group (UDG), a leading German digital marketing agency, on the sale of its performance marketing division (M&PM) to Omnicom Media Group Germany GmbH. ALANTRA’s Frankfurt team supported UDG together with ALANTRA’s US TMT (Technology, Media and Telecoms) specialists in the implementation of this strategic decision. The transaction is still subject to approval by the relevant competition authorities.
As part of a structured sales process, the ALANTRA team presented the M&PM division to the world’s leading agency networks and consultancies as well as financial investors. The successful divestment underscores ALANTRA’s extensive experience and expertise in the digital agency, digital consulting and digital marketing market, which is worth around $300 billion worldwide. This is ALANTRA’s third transaction in this sector in Germany and the fifteenth worldwide in the past five years. After the divestiture, M&PM will continue to provide performance marketing services to UDG through a strategic partnership with Omnicom Media Group.
Marcus H. Starke, CEO of UDG United Digital Group, said: “We are delighted to have found the ideal new owner for M&PM in Omnicom Media Group. ALANTRA’s integrated global team has been a valued partner in this process and has delivered on each of the objectives we defined for this mandate. ALANTRA’s deep industry expertise, successful positioning of M&PM, and established relationships with potential acquirers clearly set them apart from the competition. UDG and M&PM’s management are extremely pleased with the outcome of the transaction.”
UDG’s M&PM division is one of the last remaining large and focused performance marketing providers and a premium partner of Google in Germany. It takes an integrated approach to comprehensive performance marketing solutions with a focus on SEO, SEA, affiliate, social media advertising and digital analytics. M&PM employs more than 150 people at three locations in Germany.
Alantra is a global investment banking and asset management firm focused on the mid-market segment with offices in Europe, the US, Asia and Latin America.
With over 300 experts, the Investment Banking unit provides independent advice on M&A, corporate finance, loan portfolios and capital market transactions.
The Asset Management unit manages assets of around four billion euros in the asset classes private equity, active funds, private debt, real estate and wealth management.
The successful divestment underscores ALANTRA’s extensive experience in the digital agency, digital consulting and digital marketing market, which is worth around $300 billion worldwide. This is ALANTRA’s third transaction in this sector in Germany and the fifteenth worldwide in the past five years.