Stagwell Buys B2B Digital Agency MultiView

The Stagwell Group, owner of the Harris and Harris Poll brands, has acquired B2B digital marketing firm MultiView from private equity firm Warburg Pincus. Terms of the deal were not disclosed.

MultiView builds digital publications that bring thousands of trade associations together with millions of their members, while also delivering digital marketing solutions that connect tens of thousands of B2B companies with millions of their customers at every stage of the buying journey. The firm uses a combination of proprietary B2B data, ad technology, custom creative and optimization for persona targeting; as well as data insights and programmatic ad technology to identify clients' ideal buyers in real-time.

The firm of 400 employees - at its offices in Irving, Texas, Washington, DC, Toronto, and Utah - now joins Stagwell, the investment advisory company formed by PSB co-founder Mark Penn (pictured). Other companies in the Stagwell portfolio include a range of creative performance marketing, media, healthcare, comms, PR, reputation management, agencies, as well as research businesses the Harris Poll, Harris X, and NRG. More recently, Stagwell acquired marcoms group MDC Partners, where Penn has been named CEO.

Commenting on the Multiview deal, Penn said: 'Programmatic advertising is a small but rapidly growing part of the B2B advertising mix today, and Multiview has unmatched products, data and insights to help B2B buyers leverage this offering. From my days with Microsoft, I know B2B marketers need specific solutions and with MultiView as part of the Stagwell family we can deliver those seamlessly.'

Web sites: www.stagwellgroup.com and www.multiview.com .