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.

About Alan­tra
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.