Ebiquity plc, the world leader in media investment analysis, announced today that it has entered into a conditional agreement to acquire MediaPath Network AB (MediaPath) and a definitive agreement to acquire Media Management Inc (MMi).
MediaPath is a leading global media consulting company specialising in agency selection processes, media performance measurement, and media benchmarking delivered through technology enabled services integrated into the unique media platform GMP365™. The business was founded by Susanne Elias in 2008 in Stockholm, Sweden, and has a team of 45 people in 12 countries focused primarily on serving international clients, including ABInbev, Disney, and Kraft Heinz.
MMi, founded 27 years ago, is a leading US-focused media audit services firm providing clients with transparency and accountability across all media channels for national and local media, and agency performance validation. MMi is led by Thomas Bridge, an expert in the US media industry with over 35 years of experience. The company has a team of 40 people across the US, with headquarters in St Louis, Missouri, serving major advertisers including GM, AT&T, Samsung and GEICO.
“These moves mark a major milestone for Ebiquity. MediaPath and MMi are both highly respected companies operating in our space. Susanne and Thomas share our values and our vision for what the media industry can be and how we can serve it. Both businesses bring great teams, fantastic clients, and high-quality technology enablement,” said Nick Waters, Global CEO, Ebiquity plc.
“The combination of our teams creates a formidable breadth and depth of media talent, with global reach and national market expertise, and further strengthens our position as the world leader in media investment analysis.”
Susanne Elias, Founder of MediaPath said “Using technology for innovation and delivery of our services to our clients has been a key driver for us and that now combined with Ebiquity’s global reach, broad service offerings as well as highly skilled team of media specialists creates stellar opportunities for our combined businesses, clients and teams all over the world.
I am very excited to join the Executive Leadership Team at Ebiquity and work with them to integrate our businesses across all teams and services together with existing and new colleagues and clients.”
“MMi is excited to join the Ebiquity family, expanding our coverage domestically and internationally for our clients. This step further reinforces MMi’s commitment to our team and our clients in continuing our work in driving third-party media accountability.” said Thomas Bridge, Founder/MMi.
These acquisitions accelerate Ebiquity’s vision to create a fully integrated world leader in media investment analysis, operating on a high-quality technology platform, eliminating waste and creating value for the world’s leading brands.
Both deals were signed on 29 March 2022. MMi expected to complete on or around 4 April 2022 with Thomas joining the North America Leadership Team as President, Ebiquity North America, Paul Williamson is promoted to Managing Director, Ebiquity Americas. MediaPath expected to complete on or around 22 April 2022 with Susanne joining the Executive Leadership Team as Chief Business Integration Officer. Both businesses will re-brand soon after completion.
About MediaPath Network AB
Media Path Network is one of the world’s fastest growing media consultancies, a disruptor in the industry by driving change through technology. Our mission is to enable and empower our clients to make better media decisions. Pioneering unique and powerful performance-based methodologies for advertisers whilst acting as media experts by providing improved processes, high-quality tools and frameworks for all their media governance requirements.
MediaPath was advised on the transaction by London based specialist M&A firm, Ciesco.
About Media Management Inc
Media Management Inc has been the US leader in forensic media auditing since 1995, working with blue chip clients across all categories. Key clients serviced include GM, AT&T, Home Depot, Samsung, GEICO.
MMi’s patented technology, Circle Audit allows for data ingestion of all required data elements for a media audit. MMi has a full-time employee count of 40 with offices in St Louis, Missouri.