Flipp and MEDIA Central merge to form a global powerhouse in drive-to-store marketing, serving retailers and brands worldwide.
Canadian technology company Flipp Operations Inc. and MEDIA Central Group, a European leader in drive-to-store, have joined forces. This industry-defining transaction combines the leadership and expertise of these two institutions to serve thousands of blue-chip retailers and brands across 27 global markets, reaching over 400 million head-of-household shoppers.
The new ownership structure will be led by majority owner Truelink Capital, and include Insight Ventures, Bregal Unternehmerkapital, and Highland Europe.
Flipp helps major retailers and brands in the US and Canada enhance digital merchandising by creating and distributing local promotions to millions of engaged shoppers. MEDIA Central, with its classic and digital businesses – the digital one combining ShopFully, Offerista, and Yagora – offers data-driven 360° solutions to major retailers and brands across Europe, Australia, and Latin America. Flipp and MEDIA Central will maintain their brands and continue serving customers in their respective markets.
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“Retailers and brands trust Flipp to provide innovative merchandising solutions in the evolving digital landscape,” says Michael Silverman, CEO of Flipp. “Shoppers expect seamless personalized experiences across their shopper journey, spanning both in-store and online touchpoints. This merger marks an exciting new chapter, enabling us to harness the combined power of Flipp and MEDIA Central to deliver cutting-edge drive-to-store solutions. This will ensure that shoppers are empowered with critical shopping content, while retailers and brands can leverage their promotions to drive shopper engagement.”
Stefano Portu, CEO Digital MEDIA Central, comments: “Following the combination of MEDIA Central and ShopFully last year, this transaction presents a unique opportunity to form a global leader in Drive-to-Store Marketing. Leveraging our unique, AI-powered marketing tech platform and investing jointly into product and technology will allow us to offer even greater value to our customers worldwide.”
Ingo Wienand, CEO Classic MEDIA Central, adds: “Together with Flipp, we are combining our strengths and expertise even more consistently to support retailers as a strong partner in the increasingly complex field of offer communication and to provide maximum value added.”
This merger unites leadership and management of Flipp and MEDIA Central, creating unparalleled value for customers and shoppers. For over a decade, Flipp and MEDIA Central have led the analog-to-digital transition. Their combined platforms will create an advanced digital merchandising network and shopper dataset, helping retailers and brands connect with shoppers. By integrating their networks, the two companies will serve complementary audiences, extend their global reach, accelerate innovation, and enhance value for clients on a global scale.
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Luke Myers, Co-Founder and Managing Partner at Truelink Capital, reflected on the transaction and noted, “Through the combination of Flipp and MEDIA Central, we will form a highly attractive market leader, with complementary product offerings and global reach. The financial strength of the combined group will allow us to drive innovation and value for our high-quality customer base of international retailers and brands. We are enthusiastic about this partnership and believe there is a bright future ahead for the combined entity.”
Debt financing for the transaction will be provided by Royal Bank of Canada. Blake, Cassels & Graydon LLP, Baker McKenzie serving as legal advisor and Stifel is serving as financial advisor to Truelink Capital and Flipp. Paul Hastings LLP is serving as legal advisor and Houlihan Lokey is serving as financial advisor to Bregal and MEDIA Central.
