M&A Deal Summary

AEA Investors Acquires Huge

On December 5, 2024, private equity firm AEA Investors acquired marketing company Huge from Interpublic

Acquisition Highlights
  • This is AEA Investors’ 3rd transaction in the Marketing sector.
  • This is AEA Investors’ 104th transaction in the United States.
  • This is AEA Investors’ 7th transaction in New York.

M&A Deal Summary

Date 2024-12-05
Target Huge
Sector Marketing
Buyer(s) AEA Investors
Sellers(s) Interpublic
Deal Type Divestiture
Advisor(s) Houlihan Lokey
Morgan Stanley (Financial)
Willkie Farr & Gallagher (Legal)

Target

Huge

Brooklyn, New York, United States
Huge is an independent interactive agency that takes clients beyond online marketing campaigns to the creation of sustainable online businesses. Huge was founded in 1999 and is based in Brooklyn, New York.

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Buyer(S) 1

Buyer

AEA Investors

New York, New York, United States

Investor Investor Investor Investor


Category Private Equity Firm
Founded 1968
PE ASSETS 19.0B USD
Size Mega
Type Sector Agnostic
DESCRIPTION

AEA Investors is a private investment firm focused on investing in and acquiring businesses headquartered primarily in the US, Europe, and China. AEA looks for companies operating in stable to growing industries with a proven ability to generate positive cash-flow. Broad sectors of interest include value-added industrial products/services, specialty chemicals, consumer products, and services. In addition to its primary middle-market private equity fund, AEA maintains additional funds targeted towards mezzanine financing, senior secured debt, and small business buyouts. AEA Investors was formed in 1968 and is based in New York City.


DEAL STATS #
Overall 119 of 119
Sector (Marketing) 3 of 3
Type (Divestiture) 8 of 8
State (New York) 7 of 7
Country (United States) 104 of 104
Year (2024) 2 of 2
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2024-11-21 PST

Ely, United Kingdom

PST is a provider of measurement instrumentation and monitoring solutions for process-critical applications worldwide. With 12 leading brands, PST offers a comprehensive suite of proprietary sensors, instruments, analyzers, and monitoring solutions with sensing capabilities across parameters, including moisture, gas, level, and flow. PST was founded in 1964 and is based in Ely, Cambridgeshire.

Sell -

Seller(S) 1

SELLER

Interpublic

New York, New York, United States

Category Company
Founded 1902
Sector Marketing
Revenue 10.9B USD (2023)
DESCRIPTION

Interpublic Group provides advertising and marketing services worldwide. Interpublic Group was founded in 1902 and is based in New York, New York.


DEAL STATS #
Overall 4 of 5
Sector (Marketing) 2 of 3
Type (Divestiture) 4 of 5
State (New York) 1 of 2
Country (United States) 2 of 3
Year (2024) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-10-03 RafterOne

Portsmouth, New Hampshire, United States

RafterOne is a team of solution builders focused on constructing end-to-end, multi-cloud commerce experiences for the Salesforce Platform. The company is focused on helping clients optimize every touchpoint in the customer journey while providing the structure, tools, and support you deserve. It helps clients realize the possibilities with integrated experiences across Marketing, Commerce and Revenue Cloud, CRM, Service Cloud, and Data Services. RafterOne was founded in 1994 and is based in Portsmouth, New Hampshire.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2025-03-03 R/GA

Brooklyn, New York, United States

R/GA is an advertising agency that partners with leading brands to produce innovative campaigns, engaging digital experiences, strategic solutions, and impactful designs through strategy, technology, creativity, and data-driven insights. R/GA was formed in 1977 and is headquartered in Brooklyn, New York.

Sell -