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FRP Corporate Finance has advised on sale of data and digital media agency Hybrid Theory to Azerion Group.
Hybrid Theory is a data and digital media specialist, partner to brands and agencies globally. Founded in 2011 and headquartered in London, it has hubs in New York and Singapore, with satellite offices in six other markets.
The multidisciplinary FRP team was led by partners Mark Farlow and Ian Corfield, and supported by Bilal Hasan, Simon Baggs, Megan Campbell and Charlie Hallaran.
The acquisition aims to strengthen Azerion’s capabilities to power smarter advertising for its customers and open up a new footprint for it in the US, and broader APAC market.
Corfield said: “This deal showcases the different pillars of FRP working together in symphony to obtain a great result for our client.”
Patrick Johnson, CEO of Hybrid Theory, added: “I am pleased to announce the successful sale of Hybrid Theory to global media and entertainment powerhouse Azerion Group. FRP were great partners to us, preparing Hybrid Theory for the many steps of the acquisition process all the way through to completion of the deal.”
Umut Akpinar, Co-CEO at Azerion, said: “This acquisition will provide Azerion with enhanced skills and capabilities to manage advertiser campaign performance. We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers.
“As such, this acquisition is a perfect fit to our growing portfolio, and we are excited to harness the power of data and create tailored ads to give our audiences the best experience on our platform.”
