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EQT Expansion Capital to sell UDG to PIA

  • EQT Expansion Capital II to sell UDG, a specialized German agency group for digital marketing services and communication, to leading digital agency group PIA 
  • During EQT’s ownership, UDG has integrated its eleven formerly independent agencies into a leading group with one brand, made two successful add-on acquisitions and strengthened the management team 

EQT Expansion Capital II has entered into an agreement to sell United Digital Group (“UDG” or “the Company”) to Performance Interactive Alliance (“PIA”), a leading digital agency group owned by Equistone, a European mid-market private equity firm. The transaction is subject to approval from the relevant antitrust authorities and other conditions.

Founded in 2011 through the combination of initially nine German digital communication and marketing agencies, UDG is a specialized agency group for digital marketing services and communication in Germany. Headquartered in Hamburg, the Company today focuses on the concept and design of UX (user experience) projects as well as technological implementation and digital architecture.

Since its formation backed by EQT Expansion Capital II in 2011, the formerly independent and founder-led agencies were integrated into one leading group that operates under one brand with a shared customer and service portfolio. The competitive position of UDG has been further enhanced through the successful completion of two add-on acquisitions, establishment of professional and group-wide processes and systems as well as strengthening of the management team. In August 2018, UDG’s Media & Performance Marketing activities were sold to NYSE-listed agency network Omnicom Group, the second largest marketing network globally.

“We are delighted to join the PIA group”, says Marcus Starke, CEO of UDG. “Both our companies are committed to deliver digital transformation and leadership to our customers. UDG’s portfolio of services with its emphasis on user experience and technology is highly complementary to PIA’s diversified offering.”

“We are very happy to have found PIA, a strong new owner for UDG that can further drive the successful long-term growth trajectory of the Company”, adds Dr. Andreas Fischer, Partner at EQT Partners and Investment Advisor to EQT Expansion Capital II.

“PIA is consistently pursuing the strategy of adding top digital solution providers along the entire customer journey. With this acquisition, we are adding an essential element to our puzzle, which will perfectly complement our group with top-class employees, a blue chip customer structure and excellent know-how in both - UX and technology“, says Christian Tiedemann, CEO of PIA. 

Contacts
Dr. Andreas Fischer, Partner at EQT Partners,
Investment Advisor to EQT Expansion Capital II,
+49 89 2554 9906

EQT Press Office,
press@eqtpartners.com,
+46 8 506 55 334

About EQT
EQT is a leading alternative investments firm with more than EUR 50 billion in raised capital across 28 funds. EQT funds have portfolio companies in Europe, Asia and the US with total sales of more than EUR 19 billion and approximately 110,000 employees. EQT works with portfolio companies to achieve sustainable growth, operational excellence and market leadership.

More info: www.eqtpartners.com

About UDG
UDG is a specialized agency group for digital marketing services and communication in Germany. Headquartered in Hamburg, the company focuses on the concept and design of UX (user experience) projects as well as their technological implementation and digital architecture.

More info: www.udg.de