Marketing agency investment analysis.

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Integral service around a transaction
BY : Diego GutiérrezJuly Wed, 2018

From a corporate finance perspective, we analyse the investments made in the marketing agency sector. In this case, we analyse three acquisitions of Barcelona-based companies made in June 2018. Firstly, Primero B was acquired by Agencia FDI. Also, Headway acquired 100% Smadex. And finally, Arenalia was acquired by the consultancy firm Llorente & Cuenca.

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Primero B is acquired by FDI Agency

First Bbased in Barcelona, is a BTL marketing, digital and offline communication agency. Basically, BTL is the acronym for "Below The Line" and this type of action consists of using non-massive forms of communication aimed at a specific target, using surprise, creativity or a sense of opportunity as the main weapons, creating, in turn, novel channels to communicate the desired message, whether it be advertising or internal corporate information.

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.


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.

Smadex's shareholders included the firms of venture capital is Cabiedes & Partners, Highgrowth Partners (Global), and BeCapital.


Arenalia is acquired by Llorente & Cuenca

On 25 June 2018 ArenaliaThe Barcelona-based communications and events agency was acquired by Llorente & Cuenca, a Spanish communications and reputation management consultancy, for an undisclosed sum.

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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