European private equity firm Vitruvian Partners is said to have appointed M&A advisory boutique Arma Partners to explore the sale of London-based ad-tech workflow platform Group IMD.

Vitruvian acquired control of Group IMD in May 2011 through its €925 million VIP I fund, in a £33.9 million MBO deal.

Group IMD is a global technology business aiming to transform advertising workflow by automating processes and connecting agencies, broadcasters and online properties. IMD Cloud manages the workflow of video creative content between thousands of production companies, agencies and media owners on behalf of brands.

Founded in 1996, Group IMD, formerly Independent Media Distribution plc, has grown to become one of the world’s more extensive pure play, broadcast quality, video advertising platform. IMD is headquartered in the UK, and is now present in 29 countries worldwide. The company has 150 employees and generates £25m in sales, says Vitruvian.

Simon Cox, CEO, has led Group IMD for the last nine years with a focus on geographic expansion both organically and through a series of acquisitions and investments most recently covering Asia Pacific (eBUS), Latin America (A+V) and China (TVCXpress).

Vitruvian Partners is a middle-market private equity firm specializing in buyouts and growth capital investments in the UK and Northern Europe. Its experience as principals in the industry dates back to 1990. The firm targets investments of €30 million to €150 million in companies with an enterprise value of typically €50 million to €500 million.

Although the firm is not bound by industry sectors, it focuses on Media, IT, Telecoms, Financial Services, Business Services, Healthcare and Leisure. The firm is headquartered in London, with additional offices in Munich, Stockholm and Luxembourg.

Vitruvian’s exit strategy was reported earlier by William Louch of Dow Jones.

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