Advent International to acquire majority stake in Ansira
Ansira strongly positioned to benefit from increased spend on data-driven marketing and digital advertising
BOSTON, MA and ST. LOUIS, MO – November 17, 2016 – Advent International (“Advent”), one of the largest and most experienced global private equity investors, today announced that it has agreed to acquire a majority stake in Ansira Partners, Inc. (“Ansira”), a leading data-driven, technology-enabled marketing solutions provider, from KRG Capital Partners. Advent is acquiring its stake in partnership with the company’s management who will continue to retain a substantial ownership position in the company. Financial terms were not disclosed. The acquisition is subject to customary closing conditions and is expected to be completed by the end of 2016.
Ansira’s management team will continue to lead the company following completion of the transaction, building on a strong track record of success driving growth at Ansira. “We look forward to partnering with Advent during this next phase of growth for our company,” said Martin Reidy, President and Chief Executive Officer of Ansira. “We remain focused on executing our strategic plan of both organic and inorganic growth, expanding into new markets and leveraging our new capabilities and expertise to serve clients’ needs amid a rapidly evolving digital landscape.”
Ansira is a leading data-driven, technology-enabled marketing solutions provider, specializing in the integration of local and national marketing programs through marketing automation, data analytics, CRM and performance media. The company is one of the largest independent data-driven marketing services companies, providing world-class execution strategies to drive ROI-measured marketing programs.
Ansira is trusted by more than 150 leading brands to transform their marketing programs by nurturing customer relationships, informing creative ideas and brand experiences, and fueling consumer engagement while maximizing the impact of marketing expenditures. Data is central to every element of Ansira’s offerings, which focus on dedication to data-driven decision making, encompassing marketing decisions, strategy recommendations, media / channel allocations and creative concepts. These offerings are supported by the company’s ability to integrate, model and activate disparate first, second and third party data sources.
As part of its broader efforts in marketing services, Advent identified Ansira as a leading platform in national to local marketing with substantial runway for organic growth and potential for targeted acquisitions. “We are excited to collaborate with Martin and the Ansira management team in executing on the company’s growth strategy,” said Chris Egan, a Managing Director at Advent. “As a leader in the data-driven marketing industry, Ansira is strongly positioned to build on its current success and further expand its long-term strategic partnerships with large national brands to develop local and national marketing strategies as well as to attract new customers. We look forward to enhancing the company’s leadership position in the $200+ billion data-driven marketing industry and are enthusiastic about the opportunity to support Ansira’s growth through additional capital for targeted acquisitions in this fragmented, large, and growing market.”
As part of the transaction, Advent independent Operating Partner Dan Springer will assume the role of Chairman of Ansira’s Board of Directors and work closely with the management team and Advent to continue the company’s track record of success. Mr. Springer’s experience in marketing automation and agency services has direct relevance to Ansira’s technology-enabled and data-driven approach. He was most recently the Chief Executive Officer and Chairman of the Board of Directors at Responsys, a leading email marketing and cross-channel orchestration solution now owned by Oracle.
Advent has been investing in the business and financial services sector for 25 years and has completed over 65 investments in 23 countries worldwide, and has been investing in the technology, media and telecom (TMT) sector for 26 years, completing more than 70 investments in 24 countries. Recent business and financial services and TMT investments in the US and Europe include TransUnion (NYSE: TRU), a global provider of credit information and risk management solutions to businesses and individual consumers based in the US; Istituto Centrale delle Banche Popolari Italiane, a leading player in the Italian financial services market with strong market positions in payment services; Unit4, a global provider of enterprise resource planning software; P2 Energy Solutions, a leading provider of software, geospatial data and land management tools to the upstream oil and gas industry; Nets (Nasdaq, Copenhagen: NETS), one of Europe’s largest providers of payment, information and digital identity solutions; and KMD, one of Denmark’s leading IT services companies.
Petsky Prunier Securities and Lincoln International are serving as financial advisors and Kirkland and Ellis LLP is serving as legal advisor to Ansira on the transaction. AdMedia Partners, Inc. is serving as financial advisor and Ropes & Gray LLP is serving as legal advisor to Advent.
Ansira is a leading data-driven, technology-enabled marketing solutions provider, specializing in the integration of local and national marketing programs through marketing automation, data analytics, CRM, and performance media. Ansira leverages superior marketing intelligence to build deeper, more effective relationships with consumers and the retail channel partners that engage them on the local level. Marketing intelligence is infused across all disciplines and executed through digital, direct, social, mobile, media, traditional and creative campaigns, marketing automation, and trade promotion programs. Ansira is among the 3 largest independently owned CRM and direct marketing agencies and among the 10 largest independent digital agencies in the U.S. and enjoys long-term client relationships with Fortune 500 companies spanning a broad range of industries, including automotive, dining, retail, consumer packaged goods, technology and specialty services.
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About Advent International
Founded in 1984, Advent International is one of the largest and most experienced global private equity investors. The firm has invested in more than 315 private equity transactions in 40 countries and as of June 30, 2016, had $40 billion in assets under management. With offices on four continents, Advent has established a globally integrated team of over 190 investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; healthcare; industrial; retail, consumer and leisure; and technology, media and telecom. After more than 30 years dedicated to international investing, Advent remains committed to partnering with management teams to deliver sustained revenue and earnings growth for its portfolio companies.
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