M&A Deal Summary

BarkleyOKRP Acquires Adlucent

On May 1, 2024, BarkleyOKRP acquired marketing company Adlucent from Advantage Solutions

Acquisition Highlights
  • This is BarkleyOKRP’s 1st transaction in the Marketing sector.
  • This is BarkleyOKRP’s 1st transaction in the United States.
  • This is BarkleyOKRP’s 1st transaction in Texas.

M&A Deal Summary
Date 2024-05-01
Target Adlucent
Sector Marketing
Buyer(s) BarkleyOKRP
Sellers(s) Advantage Solutions
Deal Type Divestiture

Target

Adlucent

Austin, Texas, United States
Adlucent is a performance media and marketing technology company works with brands such as Zappos, The Vitamin Shoppe, 1-800-Contacts, Rawlings, and Global Industrial, among others. The Company creates custom paid media strategies for retail and service companies that deliver business results across search, display, social, and retail media networks. Adlucent was founded in 2001 and is based in Austin, Texas.

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Buyer(S) 1

Buyer

BarkleyOKRP

Kansas City, Missouri, United States
Category Company
Sector Marketing
DESCRIPTION

BarkleyOKRP is a full-service independent marketing firm.

DEAL STATS #
Overall 1 of 1
Sector (Marketing) 1 of 1
Type (Divestiture) 1 of 1
State (Texas) 1 of 1
Country (United States) 1 of 1
Year (2024) 1 of 1

Seller(S) 1

SELLER

Advantage Solutions

Clayton, Missouri, United States
Category Company
Founded 1987
Sector Marketing
Employees20,000
Revenue 4.2B USD (2023)
DESCRIPTION

Advantage Solutions is a business solutions provider committed to driving growth for consumer goods manufacturers and retailers through winning insights and execution. Advantage’s data and technology-enabled omnichannel solutions including sales, retail merchandising, business intelligence, digital commerce, and a full suite of marketing services are designed to help brands and retailers across a broad range of channels drive consumer demand, increase sales and achieve operating efficiencies. Headquartered in Irvine, California, Advantage has offices throughout the United States and Canada and a presence in select markets throughout Africa, Asia, Australia and Europe. Advantage Solutions was founded in 1987 and is based in Clayton, Missouri.

DEAL STATS #
Overall 2 of 5
Sector (Marketing) 1 of 2
Type (Divestiture) 2 of 5
State (Texas) 1 of 1
Country (United States) 2 of 5
Year (2024) 1 of 4
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2023-10-30 ATLAS Technology Group

Bentonville, Arkansas, United States

ATLAS Technology Group is a technology company that provides brands with insights and tools through its proprietary application suite to enhance product sales in-store. Atlas is headquartered in Bentonville, Arkansas.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2024-06-04 Data Council

Jacksonville, Florida, United States

Data Council provides reliable retail product information solutions. Their IX-ONE membership-based platform provides independently verified and standardized product information to vendors, brokers, distributors, retailers and key partners in the organic, natural and specialty products industry. Their unique approach allows its members royalty-free use of all applicable data and images to run their businesses including internal systems, marketing, billing and more. They physically handle and image every product annually including capturing all available data. Data Council was formed in 2014 and is headquartered in Jacksonville, Florida.

Sell -
Mergr

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