Ebiquity Buys Media Consultancy

UK-based media and marketing analytics firm Ebiquity has announced the acquisition of media consulting firm Fairbrother Lenz Eley (FLE), for an initial consideration of £5m and up to £6m extra dependent on 2012 performance.

Up to 25 per cent of the deferred payment may be made in shares. Ebiquity says the Acquisition will be earnings enhancing in the first full financial year, will enable it to invest in a wider range of media measurement services and will further strengthen its global reach and offering, particularly in Germany and France.

Ebiquity has also agreed a new £30m debt facility with Bank of Ireland and Barclays, which it says will help fund the current acquisition as well as possible future buys. The firm reported a 17% increase in revenue to £24.0m for the six months ended 31 October 2011, with organic growth of 6% and operating profit up 75% to £2.51m.

FLE had adjusted unaudited 2011 revenue of £8.6m and operating profit of £1.0m. The firm employs more than 70 people and draws more than 70 percent of its income from international client assignments. Founder Ian Fairbrother stays in his current CEO role at FLE and comments: 'The media landscape is changing rapidly and Ebiquity understands this more than anyone. We're excited about working together to better help our clients' achieve their performance goals.'

Ebiquity's other recent acquisitions include reputation specialist Echo Research, media monitoring firm Xtreme Information and a majority stake in its Russian media practice partner, The Joined Up Media Company (JUMC).

Ebiquity CEO Michael Greenlees comments: 'Our strategy is to develop the depth of our offering, our geographic reach, and ensure that we continue to keep pace with the increasingly complex global marketing and media performance measurement market which we estimate to be worth over £800m and growing.'

Web sites: www.ebiquity.com and www.flemedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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