M&A Deal Summary

NielsenIQ Acquires GfK

On July 1, 2022, NielsenIQ acquired marketing company GfK from KKR and Atwater Capital

Acquisition Highlights
  • This is NielsenIQ’s 1st transaction in the Marketing sector.
  • This is NielsenIQ’s 1st transaction in Germany.

M&A Deal Summary
Date 2022-07-01
Target GfK
Sector Marketing
Buyer(s) NielsenIQ
Sellers(s) KKR
Atwater Capital
Deal Type Merger
Advisor(s) White & Case (Legal)

Target

GfK

Nuremberg, Germany
GfK is a global market research company that provides custom and standardized market research about media and retail consumption. GfK was founded in 1934 and is based in Nuremberg, Germany.

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Buyer(S) 1

Buyer

NielsenIQ

Chicago, Illinois, United States
Category Company
Sector Information Technology
DESCRIPTION

NielsenIQ is a comprehensive data, analytics, and insights company for global retailers and brands. NielsenIQ delivers the complete truth to retailers, manufacturers, and partners through comprehensive data sets and powerful insights. NielsenIQ was founded in 2020 and is based in Chicago, Illinois.

DEAL STATS #
Overall 5 of 5
Sector (Marketing) 1 of 1
Type (Merger) 1 of 1
Country (Germany) 1 of 1
Year (2022) 3 of 3
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-06-07 CGA

Stockport, United Kingdom

CGA is a data and research consultancy for the out-of-home food and drinks market, specializing in market measurement, consumer research, and location planning. The company's unique ability to access the three key types of data (supply, demand, and consumer) and then triangulate this data to provide the most complete and accurate picture of anyone in the out-of-home sector. From its offices in Manchester, U.K., and Chicago, U.S., CGA experts work with many of the world’s biggest consumer brands, including drinks manufacturers, consumer brand owners, food suppliers, and wholesalers as well as pub, bar, and restaurant retailers and government entities. CGA’s mission is to use its phenomenal data and expert insight into the leisure industry to give these brands the competitive edge, and get them where they want to be, faster. CGA was formed in 1992 and is based in Stockport, United Kingdom.

Buy -

Seller(S) 2

SELLER

KKR

New York, New York, United States

Investor Investor Investor Investor Investor

Category Private Equity Firm
Founded 1976
PE ASSETS 510.0B USD
Size Mega
Type Sector Agnostic
DESCRIPTION
KKR's office in Menlo Park, California.
KKR's office in Menlo Park, California.

KKR is a global investment firm founded by Jerome Kohlberg, Henry Kravis, and George Roberts. The Firm is separated into several business segments including private markets, public markets, capital markets, and other principal activities. KKR's private equity practice invests in management buyouts, take privates, corporate divestitures, industry consolidations, and partnerships with family-owned companies. KKR will invest in a broad range of industries and companies and will consider businesses throughout North America, Europe, Asia, and Australia/New Zealand. Sectors of interest include chemicals, consumer products, energy and natural resources, financial services, healthcare, industrial, media/communications, retail, and technology. In addition to its traditional principal investment activity business, KKR also invests in infrastructure assets. KKR was formed in 1976 and is based in New York, New York.

DEAL STATS #
Overall 180 of 204
Sector (Marketing) 1 of 1
Type (Merger) 5 of 5
Country (Germany) 15 of 16
Year (2022) 8 of 11
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2022-06-14 Essential Accessibility

Toronto, Ontario, Canada

Essential Accessibility is an accessibility-as-a-Service platform that makes digital assets conform with WCAG and compliant with ADA, AODA, Section 508, and other anti-discrimination laws. Its comprehensive solution provides everything you need to create and maintain fully accessible web, mobile, and product experiences to ensure customers of all abilities have equal access. Essential Accessibility is based in Toronto Ontario.

Sell -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2022-07-20 Accell Group

Heerenveen, Netherlands

Accell Group is an entity which owns several European bicycle manufacturers. In addition to producing bikes, the Accell Group is also involved in the production of fitness equipment and other consumer products. Accell Group is based in Heerenveen, Netherlands.

Buy -
SELLER

Atwater Capital

Category Private Equity Firm
Founded 2017
PE ASSETS 30M USD
Size Small
Type Sector Focused
DESCRIPTION

Atwater Capital is a private investment firm focused exclusively on the media and entertainment sectors. Atwater Capital was formed in 2017 and is based in Los Angeles.

DEAL STATS #
Overall 2 of 3
Sector (Marketing) 1 of 1
Type (Merger) 1 of 1
Country (Germany) 1 of 2
Year (2022) 1 of 1
PREVIOUS DEAL
DATE TARGET DEAL TYPE VALUE
2020-05-28 Freepik

Málaga, Spain

Freepik is transforming the freemium visual content and online graphic design market, Freepik's innovative freemium business model, yielding a superior price-to-quality value proposition. Freepik was formed in 2010 and is based in Málaga, Spain.

Buy -
FOLLOWING DEAL
DATE TARGET DEAL TYPE VALUE
2024-04-28 Leonine Studios

Munich, Germany

Leonine Studios is an integrated media company with some 3,200 active titles in its program portfolio. Leonine was founded in 1970 and is based in Munich, Germany.

Sell -
Mergr

Product

Company

Legal