Sectors: Creative, Media & Technology

Next 15 consists of 17 agencies and employs over 1,600 people across 14 countries. Its capabilities include Digital Content, Full-Service marketing, PR, Public Affairs, Marketing Technology and Market Research. Circle will join Next 15’s insights group, MIG Global. The acquisition represents an excellent cultural and strategic fit for both parties, with Circle bringing significant B2B insight capability and Next 15 providing the digital insight technology and international footprint Circle needs. David Willan, retiring Chairman, Circle commented: “For me, Next 15 represents the perfect home for Circle. The strategic and operational rationale was clear from the outset and the chemistry is superb. I am pleased to be leaving the business in such capable hands. Green Square are a breath of fresh air in the stuffy world of M&A. They combine significant financial nous with an excellent understanding of our industry and a relentless determination – verging on the obsession – to always do what’s best for their clients. In our case they showed considerable resilience in securing the best possible outcome for Circle. After an earlier transaction fell down at the last hurdle (through absolutely no fault of Green Square’s) they came up with a new list of potential buyers in short order, very quickly identified another excellent home for Circle and negotiated the perfect outcome for all parties. Andrew, Tony and the team are an absolute pleasure to work with and constantly reinforce the sense that, whatever the situation, they’re always on your side” Beth Pearson, Joint Managing Director, Circle commented: “We’re confident that joining MIG and Next 15 is a positive move for Circle’s clients and team. MIG shares our core values – great work, delighted clients and happy people – and will enhance our offering by bringing cutting-edge research technology and an on-the-ground international presence.”  Tony Walford, Partner, Green Square commented: “We have known Circle for four years and worked with the management team as they honed their offer, expanded their client base, developed their staff and improved their financial performance. They are a fantastic group of people and it was a privilege to be alongside them on the journey. We wish them the very best with the new opportunities Next 15 brings and their continued, and well deserved, success”

Intermarketing has the ability to execute campaign ideas globally across all channels, building specialist teams around client requirements to offer true collaboration and expertise in brand communications, data and CRM, digital, experiential, retail, TV and video, 3D and animation, media, partnerships, content, and social media. Advantage Smollan provides outsourced sales, marketing, and technology solutions for consumer goods manufacturers and retailers in a number of markets across the world. Intermarketing extends Advantage Smollan’s capabilities into several areas including brand and retail campaigns, strategy, brand communications, data and insights, and content creation. A great fit from a cultural, chemistry and operational perspective, this acquisition gives Intermarketing a solid footprint in North America together with the access to expertise and channels it needs to deliver for its client base across that territory and others. For Advantage Smollan, it represents the strengthening of its delivery capability and value proposition across consumer, shopper and experiential marketing in Europe. Joint Managing Partners Steve Sowden and Jamie Allan commented: “We’ve worked with Green Square for the last four years and we couldn’t have achieved this without their relentless dedication, consistent support and in-depth industry knowledge. From an Ascension Day to our acquisition and everything in between, they have helped us structure and develop our business not just for sale but for the future too, ensuring the success of Intermarketing Agency can continue for many years to come. We are looking forward to continuing the relationship and excited about what the next few years will bring.” Tony Walford, Partner, Green Square commented: “We have worked closely with Jamie, Steve and the team at Intermarketing for four years during which time they have refined and expanded their offering, capabilities, clients and geographies. We have the utmost respect for the “can do” attitude the agency takes to everything it does, the strong relationships they have with their clients and the amazing culture that the agency has fostered. It has been an absolute pleasure to have been with them on this journey and for the new one ahead.”