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Media Buying Briefing: M&A shows no signs of letting up despite economic headwinds


Right here’s a query: With inflation operating rampant, rates of interest surging and an financial downturn lurking round each nook, what is going to occur to the once-red-hot mergers and acquisitions market in company land for the remainder of this yr and into 2023? 

Those that anticipated a cooling-off in M&A on account of the darkening clouds have been in for a shock final week when The Brandtech Group put out a terse assertion saying it’s entered unique negotiations with French funding agency Fimalac to amass Jellyfish Group, a digitally centered advertising and marketing providers company run by Rob Pierre, by which Fimalac owns a majority stake. 

Although not one of the events would touch upon the proposal, it appears it’s not simply non-public fairness companies which can be out to purchase businesses in these difficult instances. The Brandtech Group, run by ex-Havas chief David Jones, has assembled an attention-grabbing assortment of providers to change into, as Jones informed Digiday again in June, “the Salesforce of selling.”

However the firm has been gentle on the media aspect of its holdings, which makes a Jellyfish acquisition appear good, stated an govt at a media consultancy who declined to talk on the document. “As a lot as they’d like to pursue the large world accounts, they’re not going to get anyplace close to it due to their measurement,” stated the exec. “With Jellyfish, they might have a really sizable, very scalable, world media providing, albeit digitally centered, to compete with the Stagwells and S4s, who they most likely haven’t been been in a position to get near. This basically provides them scale and credibility in that media shopping for and implementational house.”

Past Brandtech Group’s stunning however good transfer, different funding advisors argue this could possibly be one other robust M&A market. Final yr, whole M&A for company and advertising and marketing providers totaled over 400 offers for practically $10 billion from strategics and PE companies, in keeping with Michael Seidler, founder and CEO of M&A advisory agency Madison Alley. This yr thus far, Q1 totaled over 115 M&A offers for over $4.5 billion, and Q2 totaled 125 offers for $1.5 billion. 

That exercise has satisfied Seidler there’s a “trillion greenback market alternative” for the broader advertising and marketing communications world, in the event you lump in consultancies and advert tech. “The advertising and marketing providers teams solely are about 10 p.c of that,” stated Seidler, itemizing consultancies resembling Accenture or Deloitte as properly multinational companies like Tata, Wipro or Infosys. “So we see an enormous alternative that performs out among the many advertising and marketing service teams as they begin to construct their improvement capabilities, their customized software program improvement and strategic digital transformation.”

Ryan Kangisser, managing accomplice of technique at MediaSense, factors to retail media as an space the place specialty retailers may be in demand. “We’ve seen the expansion of retail media within the U.S. and but the experience round that’s nonetheless fairly scarce,” he stated. “So if there are unbiased companies on the market which can be in a position to acquire traction with manufacturers, clearly there’s going to be some some exercise there.”

Mark Penn, CEO of holding firm Stagwell, stated after the corporate’s earnings name that it plans to proceed buying — a part of a long-term technique to tackle the normal holdcos. “Our strategic objectives are to increase extra globally and to increase our know-how footprint,” stated Penn. “Overseas alternate is an enormous issue — the robust greenback means that you may go purchase 30 p.c extra of…some firm in one other jurisdiction. So if in case you have a 20 or 30 p.c discount in [agency valuation] multiples and a 20 or 30 p.c forex benefit, at the least as a U.S. firm as we’re, I feel which will create some openings for added M&A.”

Then there’s the non-public fairness world, which is not going to sit quietly, particularly as a number of two-to-four-year-old acquisitions strategy the flipping level (most M&A advisors agree that PE companies often flip their acquisitions inside 5 years). Seidler famous a number of unbiased businesses bought in that timeframe could possibly be on the block earlier than lengthy, together with Actual Chemistry, Bounteous and Tinuiti. Even PMG, which simply gained a big chunk of Nike’s media duties, could possibly be a goal for acquisition, Seidler added. 

One different consideration that’s simply as necessary is tradition, stated Doug Baxter, head of Company Futures, a London-based M&A advisor. “Are there dynamics, each culturally and from enterprise providers and synergies factors of view, that enable the ability of 1 and one to equal 5?” Baxter requested. “That’s actually what you’re seeking to do, is to seek out individuals who actually do share a standard imaginative and prescient, but in addition have ways in which they’ll combine their enterprise that is sensible.”

Colour by numbers

As content material turns into extra focused, advertisers seeking to attain numerous audiences may need to take into account in-cinema promoting. Nationwide CineMedia shared stats with Digiday that present broad illustration in film seats. Some highlights: 

  • “Jurassic World: Dominion” delivered a multi-generational viewers comprised of 41% Caucasian, 25% Hispanic and Latino, 16% Black, 15% Asian and 5% different viewers;
  • NCM says it’s seeing 58% range demos on common for opening weekends, producing larger attain than endemic gamers among the many 18-34 age demographic; 
  • In comparison with linear TV, NCM says motion pictures have the second highest attain of Hispanic shoppers 18-34, behind solely Univision, whereas claiming to out-deliver BET on Black viewers 18-34 by greater than two instances;
  • In comparison with 10 years in the past, film audiences are actually 30% extra multicultural, 40% extra Hispanic, 30% extra Black and 46% extra Asian.

Takeoff & touchdown

  • Dentsu’s iProspect promoted two longtime executives to new positions, because the efficiency advertising and marketing company goes full service in media: Michelle Snodgrass turns into govt vp, head of technique, up from senior vp; and Rachel Starr turns into govt vp, head of planning, up from senior vp. Each will report back to North American CEO Danielle Gonzalez.
  • Social listening and analytics agency Sprout Social is including Instagram Reels to its video administration capabilities to assist manufacturers and businesses use the platform, after having signed up Tik Tok just lately. 
  • Impartial digital company BAM Technique, primarily based in Montreal, picked up work for on-line grocery supply service FreshDirect, for which it’s going to construct the model’s first loyalty program. 

Direct quote

“The strategic determination to make Gale a inventive media consultancy — to carry inventive and media collectively — [attracts] accounts that will have gone to 2 separate businesses up to now. They [brands] now understand that on-line advertising and marketing requires such higher coordination between inventive and media, that I feel we’ve hit a brand new candy spot within the market with this mix.”

Stagwell CEO Mark Penn in explaining how Stagwell company Gale achieved 150% development within the final yr.

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