Analizamos desde el punto de vista del corporate finance, las inversiones realizadas dentro del sector de las agencias de marketing. En este caso, analizamos tres acquisitions de empresas, con sede en Barcelona, realizadas el pasado mes de junio de 2018. En primer lugar, Primero B fue adquirida por la Agencia FDI. También, Headway adquirió al 100% Smadex. Y, por último, Arenalia fue adquirida por la consultora Llorente & Cuenca.
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Primero B is acquired by FDI Agency
Primero B, con sede en Barcelona, es una agencia de marketing BTL, comunicación digital y offline. Básicamente, BTL es el acrónimo de “Below The Line” (“Debajo de la línea”) y este tipo de acción consiste en emplear formas de comunicación no masivas dirigidas a un target específico, empleando como armas principales la sorpresa, la creatividad o el sentido de oportunidad, creando, a su vez, canales novedosos para comunicar el mensaje deseado, ya sea publicidad como información corporativa interna.
On 21 June 2018, the Agencia FDI-Factoría de Ideas, a Spanish marketing and advertising agency, acquired the Spanish company Primero B in the same sector. The amount of the transaction has not been made public. With this transaction, the entire portfolio of clients, as well as the team, will be integrated into the FDI Agency.
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Headway acquires Smadex
SmadexSmadex, based in Barcelona, is a company dedicated to the development of mobile marketing and advertising technology applications. Smadex technology enables advertisers to execute performance campaigns on mobile devices, using its machine learning engine to understand the best combination of creative assets, targeting and pricing for each audience group. Founded in 2010, Smadex is one of the 50 fastest growing European companies according to the Financial Times.
On 13 June 2018, Headway, a marketing company controlled by US-based Entravision [NYSE:EVC], acquired Spain's Smadex for an undisclosed amount. Entravision is a diversified global media, data and advertising technology company that reaches and engages Latino consumers in the US and other markets including primarily Mexico, Latin America and Spain. Entravision's portfolio includes 55 television stations, 49 radio stations, digital media properties and advertising technology platforms that deliver performance-based solutions and data.
Entre los accionistas de Smadex se encontraban las firmas de venture capital Cabiedes & Partners, Highgrowth Partners (Global), y BeCapital.
Arenalia is acquired by Llorente & Cuenca
El pasado 25 de junio de 2018 Arenalia, con sede en Barcelona, es una agencia de comunicación y eventos, fue adquirida por Llorente & Cuenca, consultora española de gestión de la comunicación y reputación, por un importe que no se ha hecho público.
As a result of this operation, the knowledge and client portfolio of both companies are merged, while the current Arenalia team is integrated into the Llorente & Cuenca Barcelona office, which will now have a team of more than 50 professionals. Arenalia is integrated into the structure of the reputation, communication and public affairs management consultancy to continue offering strategic Communication and Public Relations projects in the product and consumer sphere, reinforcing the firm's brand and consumer services.
The acquisition also strengthens Llorente & Cuenca's position in Barcelona.
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