Advent International Corp. has agreed to buy a majority stake in Ansira Partners Inc., a marketing and data firm, from KRG Capital Partners. Terms of the deal were undisclosed.
Ansira is a technology-enabled custom relationship management (CRM) and marketing service provider based in Dallas, Texas. The target specializes in creating local and national branding campaigns using marketing automation, data analytics, CRM and performance media capabilities. Ansira has executed marketing programs for companies including: Budweiser, Cisco Systems Inc. (Nasdaq: CSCO), The Coca-Cola Co. (NYSE: KO), Domino’s Pizza Inc. (NYSE: DPZ), Panera Bread Co. (Nasdaq: PNRA), Purina, Portland Trailblazers, Shell, Southwest Airlines Co (NYSE: LUV). The target has additional offices in New York, Los Angeles, Atlanta, Houston, Chicago, Hawaii and London.
Advent, founded in 1984, is a global private equity firm headquartered in Boston, Massachusetts. The firm has approximately $40 billion in assets under management and has invested completed more than 315 private equity transactions. The firm targets its investments in five core industries, including: business services, healthcare, industrial, consumer products, financial services and technology, media and telecom. Advent recently purchased Viakem SA de CB, a chemicals producer, to expand its agrochemical portfolio.
Retailers have been struggling to respond to shifts in shopping trends and have been turning to analytics providers for help. Digital marketers have become attractive targets. Related deals include: Trans World Entertainment Corp. (Nasdaq: TWMC) purchasing marketing consulting firm Etailz Inc. for $75 million; Mediaocean, backed by Vista Equity Partners, acquired counterpart Invision Inc.; Perficient Inc. (Nasdaq: PRFT) acquired Enlighten; and Web.com Group Inc. (Nasdaq: WEB) purchased Yodle.
Petsky Prunier Securities LLC and Lincoln International are serving as financial advisers to Ansira and Kirkland and Ellis LLP is acting as legal adviser. AdMedia Partners Inc. is serving as financial adviser to Advent, while Ropes & Gray LLP is acting as legal adviser.