Specialist communications group acquires data-led marketer in £15.7m deal

A London data marketing business has been acquired by a specialist communications organisation in a deal worth more than £15m.

Shopper Media Group (SMG), which owns Capture Marketing, Lobster Agency and Threefold, has been purchased by marketing and communications firm Next 15 Communications Group in a £15.7m deal.

Specialising in data-led commerce marketing activation, Shopper Media will continue to operate as an independent brand within the Next 15 group, which is also based in the capital.

In addition to the initial consideration for the acquisition of approximately £15.7m, top-up payments are anticipated to be payable over the next four years, based on the company’s EBITDA performance.

Sam Knights, CEO of SMG, commented: “SMG has been leading the way in connected commerce marketing for the past 12 years, building data-driven tools for brands and retailers to unlock real value at the point of consideration and purchase.

“We are very excited about all the opportunities that becoming part of the Next 15 family will bring, not least allowing us to further develop our service for our current clients whilst expanding SMG’s successful model globally.”

The deal was supported by a team from Clarion.

Jonathan Simms from Clarion commented: “The team at SMG are exceptional and I have no doubt that their union with Next 15 will bring further success.

“It has been fantastic to have been able to use our wealth of experience in the marketing and media sector to help deliver this transaction for the SMG shareholders.”