ServiceTitan Supercharges Commercial Capabilities with Acquisition of Convex


LOS ANGELES—ServiceTitan, a leading software platform built to power the trades, announced today that it has entered into a definitive agreement to acquire Convex, a leading sales and marketing platform purpose-built for the commercial services industry. For years, ServiceTitan and Convex have independently invested significant amounts of capital in building best-in-class software for commercial contractors, with a deep focus on driving ROI and positive business outcomes for their customers. This new partnership will help deliver an industry-leading end-to-end solution that enables commercial businesses to grow profitably – from initial outreach to new prospects, through work order execution, invoicing, job costing, and everything in between.

“ServiceTitan is on a mission to build technology that significantly improves the lives of every single contractor,” said Ara Mahdessian, CEO and co-founder of ServiceTitan. “We are laser focused on delivering high ROI, purpose-built software for the commercial services industry. Commercial businesses deserve a platform that works as hard as they do – a platform that can help them operate and enable profitable growth for decades to come. I’m thrilled to welcome Convex to the ServiceTitan family as we collectively join forces to continue executing on this ambitious vision.”

Founded in 2017, Convex was built to modernize the commercial services industry with data-driven solutions that increase revenue for contractors by improving their go-to-market strategies and execution.

Convex’s purpose-built platform allows commercial businesses to:

  • Plan their growth strategies with one of the most comprehensive views of the market available, including property, contact, business, and permit data
  • Target high-value opportunities to identify new business and expand existing relationships
  • Engage customers at the right time, with the right messaging to win their business
  • Manage revenue teams to drive both consistent and predictable growth

“Our mission at Convex is to provide commercial services businesses with the tools and technology they need to win in their market,” said Charlie Warren, CEO and co-founder of Convex. “ServiceTitan and Convex have both been battle tested, empowering contractors to succeed even amidst a challenging labor market. Together, our companies can deliver an unparalleled end-to-end customer experience in the commercial market. I look forward to partnering with Ara and Vahe as we embark on this new chapter to collectively enable commercial businesses to grow profitably.”

Last year, ServiceTitan released a definitive market report on the Commercial Service Industry, providing insights into challenges and opportunities facing the market, as well as strategies businesses are employing by leveraging digital tools to stay competitive. The report surveyed more than 1,000 commercial contractors and found that 70% did not see an increase in revenue and 39% experienced a decrease in their revenue. However, in 2023, Convex helped its customers drive nearly $1.5 billion in incremental growth, and an estimated $3 billion in revenue. Convex customers also experienced a 9x median ROI in year one on average, with the software paying itself back in days, not months [1]. With this partnership, the impact that ServiceTitan and Convex can jointly enable for commercial services business increases significantly.

Together, ServiceTitan and Convex are excited to invest in making the Convex platform even better, creating greater value and ROI for commercial contractors. To ensure a seamless transition and integration of the Convex platform, Charlie Warren will continue serving as Convex CEO, and co-founder Blake Meulmester, will continue leading Convex’s product driving forward the joint mission of bringing revenue generation capabilities to all commercial services businesses across the industry.

ServiceTitan’s acquisition of Convex is subject to the satisfaction or waiver of certain closing conditions contained in the definitive agreement.

About ServiceTitan

ServiceTitan is a cloud-based software platform built to power trades businesses. The company’s end-to-end solution gives contractors the tools they need to run and grow their business, manage their back office, and provide a stellar customer experience. By bringing an integrated SaaS platform to an industry historically underserved by technology, ServiceTitan is equipping tradespeople with the technology they need to keep the world running. ServiceTitan is backed by world-class investors including Battery Ventures, Bessemer Venture Partners, Coatue, CPP Investments, Dragoneer Investment Group, Durable Capital Partners LP, Generation Investment Management, ICONIQ Growth, Index Ventures, Sequoia Capital, Thoma Bravo, TPG, and T. Rowe Price.

About Convex

Convex is a leading sales and marketing platform for the commercial services industry. Founded in 2017, Convex helps service businesses target and engage their customers through unique offerings in Property Intelligence, Sales Intelligence, Sales Engagement, CRM, and Buyer Intent. Unlike horizontal solutions, the Company leverages AI-powered insights and purpose built workflows that drive high ROI and scale efficient teams. Convex is headquartered in San Francisco.

Read the release on the ServiceTitan website here.

Cadent Announces Intent to Acquire Performance Advertising Pioneer AdTheorent


Combined Company Will Connect the Programmatic and TV Ecosystems, Unifying Audience-Based and Performance-Focused Advertising for Buyers and Sellers

NEW YORK, April 1, 2024 — Cadent, one of the largest independent solutions providers for converged TV advertising, announced a definitive agreement to acquire all outstanding shares of AdTheorent Holding Company, Inc. (Nasdaq: ADTH), a machine learning pioneer and industry leader delivering measurable value for programmatic advertisers, for a cash consideration of $3.21 per share.

The combination of Cadent and AdTheorent will create one of the largest independent omnichannel audience activation platforms for buyers and sellers of advertising. The newly formed entity will focus on providing expanded performance advertising solutions that cater to both digital and traditional TV markets, powered by advanced machine learning and a unified media and data marketplace.

“Together, Cadent and AdTheorent will enable our customers to drive performance across all strategic audiences, no matter where they consume media or where they are in the sales funnel,” said Nick Troiano, CEO of Cadent. “We will connect the worlds of programmatic and TV, providing solutions across our partner ecosystem that will drive next-generation omnichannel reach and performance results.”

Upon closing, the combined company will serve nearly 1,000 advertisers, and partner with leading holding companies, agency groups, independent agencies, and premium publishers.  In addition, AdTheorent’s leadership in ID-independent machine learning and algorithmic audience solutions, combined with Cadent’s cookieless household identity graph uniquely positions the combined company to be at the forefront of unifying fragmented audiences.

“AdTheorent’s customer-focused culture, award-winning technology and commitment to innovation has helped our team build a strong brand that is a recognized leader in performance-first programmatic advertising,” said James Lawson, CEO of AdTheorent. “In Cadent, we’ve found a partner with a shared commitment to delivering measurable results for customers, and a complementary vision for the future of omnichannel advertising. In an increasingly competitive and evolving adtech sector, we are excited to bring together our teams, technology, and solutions to drive continued value to our customers and our employees.”

Novacap, the Montreal-based private equity firm which acquired Cadent in August 2023, provided strategic services and funding support to Cadent for the transaction.

“Novacap accelerates growth companies through strategic investments. We’re pleased to empower the Cadent and AdTheorent teams to further their vision of building a leading omnichannel audience platform, by providing the foundational resources necessary to complete a transaction of this scale,” said Samuel Nasso, Partner at Novacap, and Chairman of the Board of Cadent.

The transaction is subject to customary closing conditions and completion of regulatory review and AdTheorent shareholder approval. The transaction has been approved by the AdTheorent Board of Directors and is expected to close in approximately 90 days.

Moelis & Company LLC is acting as lead financial advisor to Cadent. RBC Capital Markets also is acting as a financial advisor, and Baker Botts LLP is providing legal counsel. Canaccord Genuity is acting as financial advisor and McDermott Will & Emery LLP is acting as legal counsel to AdTheorent in connection with the proposed transaction.

About Cadent

Cadent connects the TV advertising ecosystem. We help advertisers and publishers identify and understand audiences, activate campaigns, and measure what matters – across any TV content or device. Aperture, our converged TV platform, simplifies cross-screen advertising through a streamlined workflow that brings together identity, data, and inventory with hundreds of integrated partners. For more information, visit

About AdTheorent 

AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology to deliver impactful advertising campaigns for marketers. AdTheorent’s machine learning-powered media buying platform powers its predictive targeting, predictive audiences, audience extension solutions and in-house creative capability, Studio A\T. Focused on the predictive value of machine learning models, AdTheorent’s product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser’s real-world business goals.

AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards.  AdTheorent was named “Best Buy-Side Programmatic Platform” in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and “Most Innovative Product” (B.I.G. Innovation Awards) for five consecutive years.  Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan’s “Digital Advertising Leadership Award.” AdTheorent is headquartered in New York, with fourteen locations across the United States and Canada.  For more information, visit

Additional Information and Where to Find It:

AdTheorent intends to file with the Securities and Exchange Commission (the “SEC”) apreliminary proxy statement and furnish or file other materials with the SEC in connection with the proposed transaction. Once the SEC completes its review of the preliminary proxy statement, a definitive proxy statement will be filed with the SEC and mailed to the stockholders of AdTheorent. This communication is not intended to be, and is not, a substitute for the proxy statement or any other document that AdTheorent may file with the SEC in connection with the proposed transaction. BEFORE MAKING ANY VOTING DECISION, ADTHEORENT’S STOCKHOLDERS ARE URGED TO READ THE PROXY STATEMENT AND THOSE OTHER MATERIALS CAREFULLY AND IN THEIR ENTIRETY BECAUSE THEY WILL CONTAIN IMPORTANT INFORMATION ABOUT THE PROPOSED TRANSACTION AND THE PARTIES TO THE PROPOSED TRANSACTION.

The proxy statement and other relevant materials (when they become available), and any other documents filed by AdTheorent with the SEC, may be obtained free of charge at the SEC’s website at In addition, security holders will be able to obtain free copies of the proxy statement from AdTheorent by going to AdTheorent’s Investor Relations page on its corporate website at

No Offer or Solicitation

This release is not intended to and shall not constitute an offer to buy or sell or the solicitation of an offer to buy or sell any securities, or a solicitation of any vote or approval, nor shall there be any offer, solicitation or sale of securities in any jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such jurisdiction. No offer of securities shall be made in the United States absent registration under the U.S. Securities Act of 1933, as amended, or pursuant to an exemption from, or in a transaction not subject to, such registration requirements.

Participants in the Solicitation:

This communication does not constitute a solicitation of proxy, an offer to purchase or a solicitation of an offer to sell any securities. AdTheorent and its directors and executive officers may be deemed to be participants in the solicitation of proxies from the stockholders of AdTheorent in connection with the proposed transaction. Information regarding the interests of these directors and executive officers in the transaction will be included in the proxy statement described above. Additional information regarding the directors and executive officers of AdTheorent is included in the AdTheorent proxy statement for its 2023 Annual Meeting, which was filed with the SEC on April 12, 2023, and is supplemented by other public filings made, and to be made, with the SEC by AdTheorent. To the extent the holdings of AdTheorent securities by AdTheorent’s directors and executive officers have changed since the amounts set forth in the proxy statement for its 2023 Annual Meeting, such changes have been or will be reflected on Statements of Change in Ownership on Form 4 filed with the SEC. Additional information regarding the interests in the transaction of AdTheorent’s participants in the solicitation, which may, in some cases, be different than those of AdTheorent’s stockholders generally, will be included in AdTheorent’s proxy statement relating to the proposed transaction when it becomes available. These documents are available free of charge at the SEC’s website at and at the Investor Relations page on AdTheorent’s corporate website at

Forward Looking Statements:

This communication contains “forward-looking statements” within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995. Forward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as “believe,” “anticipate,” “expect,” “estimate,” “intend,” “project,” “plan,” or words or phrases with similar meaning. Such statements may also include statements regarding the completion of the proposed merger and the expected timing of the completion of the proposed merger, the management of AdTheorent upon completion of the proposed merger and AdTheorent’s plans upon completion of the proposed merger. Forward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than AdTheorent’s expectations, the demands and expectations of clients and the ability to attract and retain clients and other economic, competitive, governmental and technological factors outside of AdTheorent’s control, that may cause AdTheorent’s business, strategy or actual results to differ materially from the forward-looking statements. Actual future results, performance or achievements may differ materially from historical results or those anticipated depending on a variety of factors, some of which are beyond the control of AdTheorent, including, but not limited to, the occurrence of any event, change or other circumstances that could give rise to the termination of the merger agreement; the inability to complete the proposed merger due to the failure to obtain stockholder approval for the proposed merger or the failure to satisfy other conditions to completion of the proposed merger; risks related to disruption of management’s attention from AdTheorent’s ongoing business operations due to the proposed merger; unexpected costs, charges or expenses resulting from the proposed merger; AdTheorent’s ability to retain and hire key personnel in light of the proposed merger; certain restrictions during the pendency of the proposed merger that may impact AdTheorent’s ability to pursue certain business opportunities or strategic transactions; the ability of the buyer to obtain the necessary financing arrangements set forth in the commitment letters received in connection with the proposed merger; potential litigation relating to the proposed merger that could be instituted against the parties to the merger agreement or their respective directors, managers or officers, including the effects of any outcomes related thereto; the effect of the announcement of the proposed merger on AdTheorent’s relationships with its customers, operating results and business generally; and the risk that the proposed merger will not be consummated in a timely manner, if at all.AdTheorent does not intend and undertakes no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law. Investors are referred to AdTheorent’s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K and any subsequent filings on Forms 10-Q or 8-K, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement.

Media Contacts

For Cadent

Rachel Jermansky, Daddi Brand Communications

For AdTheorent

David DeStefano, ICR

(203) 682-8383

Melanie Berger


Categories: News


Polaris Invests in AwardIt


Polaris has through PPE V acquired a 24.1% stake in Awardit AB, which is listed on First North Stockholm. Awardit helps businesses increase revenue and profitability by implementing and operating loyalty programs, incentive programs and gift card programs targeting B2B and B2C customers. The company was established in 1999 and has successfully expanded its operations to today’s presence in more than 6 countries with around 300 employees.

Please see the following press release:


For more information, please contact:

Roger Hagborg, Partner
Phone: +46 70 6678515

Jan Johan Kühl, Managing Partner
Phone: +45 35 263574

Categories: News


VideoAmp Announces $150 Million Series G Investment Led by Vista Credit Partners

Vista Equity

VideoAmp will leverage the funding to further accelerate growth and adoption as an advanced media currency

LOS ANGELES & NEW YORK–(BUSINESS WIRE)–VideoAmp, an adtech company providing measurement, data and software solutions for the advertising ecosystem to more efficiently and effectively allocate media spend, today announced $150 million in Series G funding led by Vista Credit Partners, a subsidiary of Vista Equity Partners and strategic financing partner focused on the enterprise software, data and technology markets. The funding will help accelerate VideoAmp’s growth and ability to empower content owners, advertisers and their media agencies with an advanced media currency solution that redefines the way media is valued, bought and sold across screens.

“VideoAmp is defining how advertisers measure and deliver value in the modern media landscape, and we look forward to supporting the company in its next phase of growth.”

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“VideoAmp has seen explosive growth and significant customer adoption of our best-in-class measurement, optimization and planning tools for the buy-side. We’ve also seen incredible momentum in both the buy- and sell-side adopting our advanced currency solution,” said Paul Ross, Chief Financial Officer of VideoAmp. “VideoAmp’s advanced currency is poised to increase advertiser ROI and provide a more accurate way to value a publisher’s content. This round of funding from Vista Credit Partners will support our strategy and commitment to both currency and further establishing our overall category leadership.”

Vista Credit Partners’ investment in VideoAmp underscores the confidence and shift to large scale datasets, in place of panel-only based solutions, for media measurement, planning, optimization and currency. With VideoAmp, advertisers can more effectively measure and optimize for fragmented, cross-screen audiences and provide more accurate attribution to business outcomes. VideoAmp’s data methodology joins various inputs like Set-Top Box data (STB) with Smart TV data from ACR providers, which undergo rigorous ingestion, cleansing, deduplicating and weighting processes to create a larger, more accurate dataset of nearly 40 million households and more than 60 million devices across the U.S. With VideoAmp’s currency-grade data and solutions, clients can tap into advanced audiences and real-time insights to plan, optimize and measure reach and frequency across screens with greater accuracy and representation.

VideoAmp has seen incredible adoption for its measurement and currency solutions with 13 major linear and streaming publishers on board, along with all major media holding companies and several independent agencies and 75+ advertisers. This has resulted in hundreds of campaigns transacted on VideoAmp currency and putting the company on track to deliver billions of advertising spend in currency guaranteed campaigns for the 2023/2024 broadcast year.

“Vista Credit Partners is committed to accelerating the growth and success of innovative enterprise software businesses with tailored capital solutions and operational support to fit their individual needs,” said David Flannery, President of Vista Credit Partners. “VideoAmp is defining how advertisers measure and deliver value in the modern media landscape, and we look forward to supporting the company in its next phase of growth.”

About VideoAmp

VideoAmp is an adtech company offering data and software solutions with a mission to increase the value of advertising by redefining how media is valued, bought and sold. By leveraging the power of currency-grade, big data, VideoAmp’s solutions allow clients to access advanced audiences and real-time insights to plan, optimize and measure media investments across platforms. With these solutions, media sellers can maximize the value of their inventory, while advertisers can benefit from increased return on investment. VideoAmp has seen incredible adoption for its measurement and currency solutions with 13 major linear and streaming publishers on board, along with all major media holding companies and several independent agencies and 75+ advertisers. This has resulted in hundreds of campaigns transacted on VideoAmp currency and putting the company on track to deliver billions of advertising spend in currency guaranteed campaigns for the 2023/2024 broadcast year. VideoAmp is headquartered in Los Angeles and New York with offices across the United States. To learn more, visit

About Vista Credit Partners

Vista Credit Partners is the credit-investing arm of Vista Equity Partners and is a strategic investor and financing partner focused on the growing enterprise software, data and technology market. Vista Credit Partners employs a highly disciplined approach to credit investing while maintaining flexibility to pursue investments offering the best relative value and investing across the capital structure. As of March 31, 2023, Vista Credit Partners has grown to over $7.2 billion of assets under management. Since formation in 2013 and as of June 30, 2023, Vista Credit Partners has deployed over $10.7 billion. For more information, please visit

Vista Credit Partners offers solutions tailored to strategic objectives with growth-friendly terms and long-term investment horizons across both the private and broadly syndicated markets, sourcing deals directly from founder-led companies, through sponsor relationships, and from its deep network of experts, advisors and other intermediaries to support growth and unlock value through creative capital solutions and operational partnership. Vista Credit Partners has completed more than 545 software and technology transactions since inception.


Stephanie Doennecke

Vista Credit Partners Media Contact:
Brian W. Steel
(212) 804-9170

Categories: News


Erhvervs Webdesign (EWD) partners with Mentha to accelerate growth


Mentha has entered into a partnership with the founders of Erhvervs Webdesign, a fast-growing Danish digital marketing agency, which focuses on micro-SMEs. The partnership will accelerate EWD’s growth organically and through acquisitions, both domestically and internationally.

Over the past two years, Erhvervs Webdesign has tripled its revenue and successfully evolved from a regional provider of digital marketing services to a nationwide player with five offices across Denmark in Esbjerg, Aarhus, Odense, Copenhagen, and Aalborg. EWD’s core offering comprises design and development of unique websites, search engine optimization, and digital performance marketing across multiple platforms. Based on a strong operational backbone and closeness to the customer, EWD supports small business owners in their digital marketing journey.

Apart from its strong market position in Denmark, EWD is characterized by a very effective company culture, which is based on sound values and centered around what is best for customers and employees. This unique culture helps EWD attract new colleagues as well as retaining existing employees.

The founders of EWD, Thomas Jensen and Klaus Bisgaard will continue as senior management of EWD and retain a substantial  shareholding. Both see significant potential for further growth both in Denmark and the rest of Northern Europe. The partnership with Mentha will provide the necessary capital and expertise to execute the growth strategy. Both Thomas and Klaus are very enthusiastic about the partnership, stating, “We have a lot of confidence in Mentha. Our journey has only just begun, and this partnership marks the start of the next phase. We are proud of what our team, customers, and partners have accomplished and look forward to reaching new heights with Mentha on board.”

The joint aim of EWD and Mentha is for EWD to become a leading digital marketing agency in Northern Europe focusing on micro-SMEs. As an active partner, Mentha is well positioned to support the development of EWD through their team of investment professionals in Amsterdam, Antwerp, and Copenhagen.

Lars Thorsgaard Jensen, Partner at Mentha Denmark comments: “We value EWD for its collective culture and drive to support micro-SMEs on their digital marketing journey. Together with the founders and the broader management team, we expect to continue EWD’s strong growth track by attracting and retaining talent, continuously developing the digital marketing offering and accelerating expansion through an international buy-and-build strategy.”

EWD is Mentha’s first investment in Denmark.

About Erhvervs Webdesign (EWD)

EWD is one of Denmark’s leading digital agencies with a focus on small-sized companies. EWD’s core offering comprises design and development of unique websites, search engine optimization, and digital performance marketing across multiple platforms. The company was founded in 2012 by Thomas Jensen and Klaus Bisgaard and employs ca. 70 employees based in Esbjerg, Aarhus, Odense, Copenhagen, and Aalborg.

Categories: News


Conecta RC and Amber Marketing join forces with Marktest


Dear Investors, Pfaeffikon SZ, March 2023

Partners and Friends of Ufenau Capital Partners,
We are delighted to announce that the group supported by the Fund Ufenau VII Asset Light (“Group”), which acquired a majority stake in Marktest in January, has incorporated Conecta RC and Amber Marketing in March with the aim to lead the market research space in Iberia.
Marktest, the leading independent market research and marketing analytics player in Portugal, is joining forces with Conecta RC and Amber Marketing. The new partnership will further expand the Group’s capacities in Spain, by incorporating highly professional local complementary teams in Madrid and Barcelona, with the aim to continue their successful development and accelerate growth.

Conecta RC, a market research specialist based in Madrid with +20 years experience, has developed a solid relationship with its clients, large international groups and leaders in sectors such as consumer, finance, insurance, healthcare and education. Through a client-oriented and innovation-driven approach, its multidisciplinary team is a market reference for their systematic and methodological approach to market research.
Amber Marketing, a market research and consulting specialist based in Barcelona and Madrid with +20 years experience, is a sector reference in the healthcare, consumer and services space, leveraging a deep market understanding and an unrivalled panel of healthcare professionals. Striving to provide high-value for its clients, Amber Marketing’s team turns complexity into simpler and actionable insights.

The founders of Conecta RC and Amber Marketing will significantly co-invest, joining Ufenau and Marktest’s founders as partners, and driving the Group into its next growth phase. In addition to the benefits of the leading presence across Spain, the combined team will ensure the continuation of the Group’s successful growth strategy, providing room for joint knowledge and product development that will expand the combined service proposition in a highly technical and constantly evolving market.

José Manuel Oliveira, CEO of the Group, said “I am very glad to see Conecta RC and Amber Marketing professionals join our Group, adding highly professional and commited teams that bring many years of experience and relationships. I am convinced that all our clients will benefit from our strong combined capacity”.
Miguel Muñoz, Esther Fernández-Mayoralas, and Óscar Chicharro, founder and partners of Conecta RC, said “We are delighted to be part of the Group. It’s a fundamental step in our growth path that will ensure continuity of our business model while providing the benefits of the combined strengths, helping us grow as a team and offer an enhanced value proposition for our demanding clients.”

Antonio Bermejo and Ángel Amat, founders of Amber Marketing, added “We are convinced about the benefits of the Group’s strategy for our team’s development. They will enable us to accelerate and complement our growth plans, while ensuring we continue to provide unique actionable insights.”
Ralf Flore, Managing Partner at Ufenau, considers that “We are pleased to see Conecta RC and Amber Marketing join the Group as partners. The combination of complementary highly professional teams provides significant room for collaboration and value creation, ensuring our Group continues to be at the forefront of market research and data analytics in Iberia. ”

About Ufenau Capital Partners
Ufenau Capital Partners is a privately-owned Swiss Investor Group headquartered at Lake Zurich which advises private and institutional investors with their investments in private equity. Ufenau Capital Partners is focused on investments in service companies in German-speaking Europe, Iberia and the Benelux region and invests in Education & Lifestyle, Business Services, Healthcare, IT Services and Financial Services sectors. Since 2011, Ufenau invested in +280 service companies in Europe. Through a renowned group of experienced Industry Partners (owners, CEOs, CFOs), Ufenau has an active value-adding investment approach at eye-level with entrepreneurs and managers. Ufenau raised its seventh flagship fund and its third Continuation Vehicle in 2022 with a volume of EUR 1.6bn and advises capital of EUR 2.5bn.
Conecta RC and Amber Marketing join forces with Marktest

Ufenau Capital Partners AG
Huobstrasse 3
CH 8808 Pfäffikon, Schwyz
ucp .ch
Tel: + 41 44 482 66 66
Fax: + 41 44 482 66 63
The Group supported by
Ufenau VII which acquired
as new partners
March, 2023
has incorporated

Categories: News


Advent International agrees to sell Tag, a leading global marketing production company, to dentsu

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Advent International

London, 7 March 2023 – Advent International (“Advent”), one of the world’s largest and most experienced private equity investors, has entered into an agreement to sell Tag, a leading global omnichannel marketing production company, to Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), one of world’s largest global marketing and advertising agency networks.

In the past five years, Advent has invested more than €100 million in Tag, which has grown to become a leading global end-to-end, tech enabled marketing activation platform. Tag’s global footprint and offerings have expanded substantially, it has developed an end to end proprietary marketing execution platform called Digital Interact (Di) and acquired six strategic businesses, enhancing Tag’s CGI, e-commerce, content origination, and data analytics capabilities. Tag now has a truly global presence, with a world class diverse leadership team who oversee 2,800 employees in over 29 countries across EMEA, APAC and the Americas. Tag’s end-to-end platform provides digital, personalised marketing for many of the world’s leading brands.

James Brocklebank, Managing Partner at Advent International, said, “Since acquiring Tag in 2017, and following more than €100 million of investment, the business has been transformed to become a highly successful standalone entity that is now one of the world’s leading omnichannel digital marketing production companies.”

Chris Benson, Director at Advent International, said, “We have worked in partnership with Tag’s leadership team to build a world leader in marketing activation. Under Advent’s ownership, the company has grown significantly and continues to achieve double digit organic revenue growth. We are excited for Tag and dentsu to build on this success and we wish David Kassler and his team all the best as they start this next phase of their journey.”

David Kassler, Global CEO, Tag, said, “We can’t wait to start this next phase of our journey and couldn’t be happier to be joining the dentsu family. The market is moving incredibly fast towards integrated services – the combination of Tag’s global technology-enabled content production with dentsu’s broader marketing, technology and consulting skills will be tremendously additive for both sets of our wonderful clients.

Advent acquired Williams Lea Tag from Deutsche Post DHL Group in December 2017, before successfully separating Williams Lea and Tag into standalone businesses. Williams Lea, a high growth provider of tech-enabled business support services for a hybrid workforce, serving some of the world’s largest financial, legal and consulting firms, remains under Advent’s ownership.

Evercore, UBS, Weil, EY, and PWC acted as advisors to Advent.

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 over 400 private equity investments across 41 countries, and as of September 30, 2022, had $89 billion in assets under management. With 14 offices in 12 countries, Advent has established a globally integrated team of over 285 private equity investment professionals across North America, Europe, Latin America and Asia. The firm focuses on investments in five core sectors, including business and financial services; health care; industrial; retail, consumer and leisure; and technology.

For more information, please visit and follow Advent on LinkedIn.


About Tag

Tag works with leading brands to transform their business and marketing capabilities to deliver content at speed and scale across channels, cultures, and regions. With intelligent, sustainable, and technology-driven solutions (including their own end to end proprietary marketing execution platform called Digital Interact) at the heart of everything it does, Tag enables brands to operate more efficiently and effectively to stand out, grow and waste less. The organization will become dentsu’s sixth network brand and will retain the Tag brand for the foreseeable future.


About dentsu

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Taking a people-centered approach to business transformation, we use insights to connect brand, content, commerce and experience, underpinned by modern creativity. As part of Dentsu Group Inc. (Tokyo: 4324; ISIN: JP3551520004), we are headquartered in Tokyo, Japan and our 65,000-strong employee-base of dedicated professionals work across four regions (Japan, Americas, EMEA and APAC). Dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society.

dentsu website:

Dentsu Group Inc. website:


Media contacts

Graeme Wilson or Harry Cameron
+44 (0)20 7353 4200

Categories: News


Precision Strategies Secures Strategic Investment

Abry Partners logo

Precision Strategies (“Precision”), a leading strategy and marketing agency, today announced a new strategic investment from Abry Partners, a Boston-based investment firm. The partnership will fuel and accelerate Precision’s long-term growth and expansion strategy.

Founded in 2013, Precision brings integrated, campaign-style advocacy that harnesses strategic communications, digital, creative, paid media, data analytics, and organizing to help clients achieve their goals.  The agency’s work has been widely recognized, including an Emmy nomination, a Cannes Grand Prix, and multiple Gold Lion Awards, Webbys, and agency of the year awards.

“We founded Precision as a truly integrated agency that could bring world class expertise and cutting-edge services to campaigns, causes and corporations,” said co-founders Stephanie Cutter and Teddy Goff. “We’re excited to find a new partner in Abry to expand our reach and  work with us to drive continued growth and innovation as we enter our second decade.”

Abry Partners is known for its expertise in helping high-growth businesses reach their full potential, and their minority investment in Precision will bring new resources and valuable experience to the table. The firm’s investment will provide Precision with the strategic support it needs to expand its services, reach new markets, and continue delivering exceptional results to its clients.

“Precision’s decade-long record of groundbreaking growth and success make them an ideal partner,” said Medhini Srinivasan, Principal at Abry Partners. “We are proud to invest in Precision and are confident that this partnership will help accelerate its growth and drive positive outcomes for its clients.”

GP Bullhound served as advisor to Precision and BrightTower served as advisor to Abry Partners.

About Precision:

Precision is a leading public affairs firm providing integrated services and exceptional results for campaigns, corporations and causes. With offices in Washington DC and New York, the company provides services including strategic communications, digital engagement, paid media, crisis management, organizing and data analytics.

About Abry Partners:

Abry Partners is one of the most experienced and successful sector-focused private equity investment firms in North America. Since its founding in 1989, the firm has completed over $90 billion of leveraged transactions and other private equity or preferred equity placements. Currently, the firm manages over $5.0 billion of capital across its active funds.

Categories: News


Waterland Private Equity’s UK team invests in marketing agency network Markettiers4DC


Waterland Private Equity (“Waterland”) today announced its majority investment in Markettiers4DC (“M4DC”), a London-headquartered network of tech-enabled, data-driven, broadcast activated, strategic communications agencies. Financial details have not been disclosed.

Founded by CEO Howard Kosky in 1994, M4DC works with large national and international corporations including Rolls-Royce, Linkedin and Unilever. Today, the business employs a team of 150 people in the UK and UAE, providing services across its three key pillars of strategic communications: data and insight, broadcast and virtual / hybrid events.

M4DC aims to become a global leader in evidence-driven communications. This partnership with Waterland will support M4DC’s vision by accelerating investment in services that deliver meaningful and measurable impact to its clients, and by helping retain and attract the best people in the industry. M4DC also has international growth ambitions, predominantly focussing on entry to the North American market.

M4DC operates in the global communications market worth £69bn, growing at 7-10% per annum. This is driven by an increasingly complex and fragmented media landscape, but also growing demand from clients for more data-led communications strategies to deliver improved effectiveness. Through M4DC’s market-leading services and reputation for flawless operational delivery, the business has enjoyed 30% year-on-year revenue growth over the recent period.

With Waterland’s support, the business aims to expand internationally through an active buy and build programme. Waterland has deep experience in the marketing and communications industries from its recent and current partnerships in Dept, Intracto, Sideshow Group and Farner Consulting. Over the investment period, M4DC’s buy and build strategy is focussed on acquiring complementary communications businesses, helping the group build expertise, new capabilities and geographical coverage. Follow-on funding is available to the business to support these plans.

Howard Kosky, Founder and CEO, will continue to lead the business supported by M4DC’s leadership team of Peter Mitchell (Group MD), Nicky Marks (MD, Censuswide and Opinion Matters) and Scott Jackson (MD, Through The I).

Howard Kosky, CEO of M4DC, said: “In Waterland, we have found an experienced and supportive partner to help us achieve our growth ambitions. We see strong potential to expand our business internationally, particularly in the US, and Waterland’s experience as a specialist buy and build investor will help deliver our acquisition strategy, finding the right businesses to partner with and integrate into the growing M4DC network.”

Ryan Hallworth, Associate Principal at Waterland Private Equity, said: “M4DC has all the hallmarks of an exciting Waterland investment. Successful for nearly thirty years with a history of growth and innovation and a global client base, the business is well placed to expand both in the UK and internationally. The Company operates in a highly fragmented market offering compelling opportunities for value-adding acquisitions in both the UK and North America. We very much look forward to working alongside Howard and the team as they embark on the next stage of their growth journey.”

European private equity investment group Waterland opened its first UK office in the North West in early 2017, and expanded its presence with a London office in June 2021.
Over the last six years, Waterland UK has made seven platform investments and 38 bolt-on acquisitions, with a market-led origination strategy focusing on partnering with entrepreneurs and family businesses operating in fragmented markets.

Waterland was advised by Pinsent Masons (Legal), PwC (Tax), 8Advisory (FDD), Luminii Consulting (CDD), Rowan Group (MDD) and Clearwater (Debt Advisory). Debt was provided by Thincats. Waterland team: Ryan Hallworth, Robin Elley, Anton Holm.

M4DC was advised by PCB Partners (M&A) and Mayer Brown (Legal).

Categories: News


Balance Point Announces Follow-On Investment in Shift Paradigm

Balance Point Capital
Westport, CT, December 6, 2022 – Balance Point Capital Advisors, LLC (“Balance Point”), in conjunction with its affiliated fund Balance Point Capital Partners II, L.P, is pleased to announce a follow-on investment in Shift Paradigm (the “Company”). Balance Point invested debt capital in support of Shift Paradigm’s acquisition of Ergo, a world-class email marketing company based in New York City. Growth Catalyst Partners (“GCP”), a middle market private equity firm and majority owner of Shift Paradigm, led the transaction. The combination deepens the Company’s email and customer journey capabilities, supporting Shift Paradigm’s mission of accelerating value creation through digital transformations that shift how companies grow and engage with customers.
“The Ergo transaction meaningfully expands our talented team and expertise in channel, campaign and customer engagement, AI and digital transformation,” said Liz Ross, CEO of Shift Paradigm. “Our growing platform is able to provide enhanced best-in-class services to our clients while continuing our promise to deliver innovative and transformative digital strategies with exceptional execution. Balance Point’s support and shared vision was instrumental to completing this transaction and driving our continued growth trajectory.”
Ergo, founded in 2004 and based in New York, NY, is a leading provider of innovative tools to help businesses connect with their customers. Ergo makes advanced personalization at scale simple, right inside its customer’s ESPs. Marketers can now leverage a myriad of data to auto-generate millions of individual HTML-based dynamic content email modules for a truly personalized 1:1 CX.
Justin Kaplan, Partner at Balance Point said, “We are pleased to continue our partnership with the Shift Paradigm and GCP teams, and we’re excited to welcome the Ergo team to the platform. The combination of these two businesses adds to the momentum that Liz and her team have built in the business. We are very enthusiastic about the outlook for Shift Paradigm heading into 2023.”
About Shift Paradigm
Shift Paradigm unleashes the power of insights, enabled by data fluidity and creative go-to-market strategies to accelerate revenue and drive market growth. With 200+ employees in North America, Shift Paradigm is aligning sales and marketing in organizations around the world, digitally transforming customer experiences in the B2B and B2C spaces. For more information, please visit
About Balance Point
Balance Point is an alternative investment manager focused on the lower middle market. With approximately $1.7 billion in assets under management, Balance Point invests debt and equity capital in select lower middle market companies across a variety of investment vehicles. Balance Point takes a long-term, partnership approach to investing and is committed to building lasting relationships with its partners, management teams and intermediaries. Balance Point is a registered investment adviser. Further information is available at

Categories: News