Carlyle to buy international marketing agency Incubeta

The acquisition will help accelerate Incubeta’s investments in its proprietary technology, sales and marketing efforts, and M&A-led market consolidation

London, United Kingdom, November 16, 2022 – Global investment firm Carlyle (NASDAQ: CG) today announced that it has agreed to acquire a majority stake in Incubeta, an internationally recognized leader in digital marketing and one of the few Google Marketing Platform (GMP) partners. globally certified. Terms of the transaction, which is subject to customary regulatory approvals, were not disclosed.

Founded in 2004 and based in London, UK, Incubeta has grown significantly over the past two decades, evolving into a team of over 800 people across 22 locations worldwide. Developed by Google, GMP is an integrated advertising technology platform that enables clients to more effectively create and manage high-impact digital marketing campaigns using advanced data analytics and metrics. Drawing on a wealth of experience helping brands grow their digital presence across multiple industries, Incubeta has capitalized on their expertise, partnering with a highly diverse base of international brands including Hyundai, Heineken, M&S and L’ Oreal.

Experts in the digital space, Incubeta offers a full suite of services across creative, technology, media, e-commerce and data – specializing in GMP consulting and measurement capabilities, among other services on measure. The company’s proprietary technology also provides clients with a fully integrated advertising technology platform in an increasingly data-driven marketing landscape that focuses on customers owning their media and serving customers with respect. of privacy.

The Carlyle Europe Technology Partners (“CETP”) platform will help Incubeta accelerate its international growth plan through the development of its existing suite of services and acquisitions, as well as invest in business operations and proprietary technology. the company. CETP has extensive experience in scaling technology and marketing services businesses through its partnerships with leaders in their respective markets, including companies such as DEPT, Work & Co, The Mill and HSO.

Lars Lehne, CEO of Incubeta, said: “We are very proud of the significant growth that Incubeta has achieved, having completed five acquisitions over the past two years and becoming a key partner in the Google ecosystem. We believe strongly that Carlyle is the perfect partner as we take the next step in our growth journey, given their global presence, deep understanding of our industry and vast experience in scaling businesses from technology and marketing services.”

Andrew Tan, Director of CETP’s Investment Advisory Team, said: “Incubeta has all the characteristics we look for in our investments: exposure to a market with tailwinds, partnership with an experienced management team and motivated, and multiple levers for growth, including international expansion and service line extension.We look forward to partnering with the Incubeta leadership team under the leadership of CEO Lars Lehne to help accelerate the company’s next phase of growth as it seeks to become the leading global partner of choice in the fast-growing GMP Ecosystem sector.”

About Incubeta

Incubeta is a marketing partner specially designed to help companies improve their growth. An international team of digital marketing experts, Incubeta is a team of over 800 creators, thinkers, makers and doers.

Operating in 22 offices around the world, Incubeta is a market-leading specialist that uses the power of digital to unlock and amplify business growth potential through bespoke, localized digital solutions with global expertise. With over 20 years of experience in the digital space, Incubeta puts ownership and control of the customer experience back in the hands of the advertiser.

As the largest and longest serving Google Marketing Platform (GMP) business partner in the EMEA region, Incubeta has proven, working with leading brands, that they are leading specialists in helping advertisers tackle complex projects such as insourcing, personalization, data activation and advanced technologies. digital media.

About Carlyle

Carlyle (NASDAQ: CG) is a global investment firm with deep industry expertise that deploys private capital across three business lines: Global Private Equity, Global Credit and Global Investment Solutions. With $369 billion in assets under management as of September 30, 2022, Carlyle’s goal is to invest wisely and create value on behalf of its investors, portfolio companies and the communities in which we live and invest. . Carlyle employs more than 2,100 people in 29 offices across five continents.

Further information is available at Follow Carlyle on Twitter @OneCarlyle.

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