Services: Green Square

Founded in 2008 by Mark Webster and Richard Armstrong, Kameleon is one of a new breed of agencies using content, analytics and technology to change the way that brands connect with consumers. The agency provides market leading content marketing services to brands such as Danone, Quorn, RockCorps, Celebrity Cruises, Lee Cooper, National Citizens Service, City Index and Sony and was named Content Marketing Agency of the Year by the Drum Network in 2015. Kameleon brings a highly experienced and talented team into the Group with cutting-edge creative and marketing skills, adding award-winning content strategy, story-telling, production and marketing capabilities across video, social and mobile platforms. It has developed a scalable proprietary suite of analytics and project management tools to help clients create bespoke content marketing roadmaps and help plan, manage and optimise campaigns, in line with Be Heard’s results-driven philosophy. Creating opportunities to expand the range of services that Be Heard can offer clients as part of the enlarged Group, Kameleon is already partnering successfully with Be Heard’s existing businesses digital media planning and buying agency agenda21 and UX, design and build specialist MMT Digital, highlighting the opportunities and synergies between the three Group agencies. Richard Armstrong, Co founder of Kameleon comments  “Green Square have been pivotal in helping Kameleon through the acquisition process from beginning to end. We cannot speakly highly enough of Barry and Andrew, with whom we have worked very closely. Their enthusiasm and energy is infectious, and their expert guidance has been invaluable. Both Barry and Andrew have been brilliant sounding boards, enabling us to make good decisions at the right times. Ultimately, Green Square have helped us find the right home for Kameleon, and the right partner to help us take the business to the next level. And we could not have done that without them. On top of that, they are a great team and have been an absolute pleasure to work with!” Peter Scott, Executive Chairman at Be Heard “Digital content is a natural next step for Be Heard as we develop our range of services across the digital ecosystem and Kameleon is precisely the sort of agency we want – fast-growing, at the heart of digital transformation and ready to work with us to take their business to the next level.” Barry Dudley, Partner Green Square “We are very proud to have worked with Mark and Richard on this deal. Their drive, passion and belief in their business and it’s people is inspiring and alongside their kindred spirits at Be Heard we are looking forward to seeing disruptive and market defining work – with a genuine and deep understanding of the role for content, Kameleon will be at the forefront of the convergence of marketing, tech and e-commerce.” Read More

Over the past 12 months, thorough post-acquisition integration planning between the two parties, led by corporate finance advisors Green Square, has played a huge role in the success and optimisation of the deal. Integration of the management team and structure going forward was key to the success of the acquisition for both people-focused organisations. The importance of the development and cohesion of the team, as well as client service, are core values that both companies share. Matt Phelan Co-founder 4Ps comments: “I would like to personally thank the Green Square team for helping us find the perfect partner for this transaction. Our first meeting with Green Square was back in 2011 when we put together a 5 year growth plan based around our mission of striving for personal (each person at 4Ps), client & agency growth. Having managed to deliver that growth plan early thanks to the amazing team at 4Ps Marketing, it became very apparent that our staff and clients wanted to continue our growth internationally. It was Green Square’s knowledge and ability to work cross-border that helped push the deal through during a rather uncertain economic climate.” “We wanted to find a partner with a global footprint that fitted our culture but still had an independent ethos that means so much to our clients and staff. Having met the NetBooster senior team, we immediately felt we had found a group of entrepreneurs with a vision to disrupt the agency space. I am now very excited to meet all our new colleagues and clients for the next step on our journey.” Chris Hyland, Co-Founder, 4Ps adds: “I would like to thank the fantastic team at Green Square for the excellent work and support in getting to this stage. It goes without saying that the knowledge and nous of working with Andrew, Tony and the rest of the team is a given, but their experience in these types of transactions and how it can work in the long term for everyone’s benefit is clearly also crucial.” Andrew Moss, Partner Green Square said: “It was an absolute pleasure to work with Chris, Matt, Paul and the team at 4Ps. It is rare to come across such a well-developed business that has maintained its strong entrepreneurial culture. It was the latter that very much attracted NetBooster, itself led by entrepreneurs. A meeting of minds and strategy completed the match that will make a real difference to their client’s businesses. We look forward to seeing the continued success of both parties during the next stage of their journey.” Read more

Commenting on the acquisition, Yannick Bollore, CEO, Havas Group said: “The Havas Health network is a vital asset for the Havas Group’s worldwide success. This acquisition is a strategic investment in the PR space to further grow our brand footprint in global markets and to continue to strengthen our PR Global Collective.” Jennie Talman and Emma Crozier will join the leadership team that oversees the Havas PR Global Collective, which ensures Havas PR agencies worldwide are aligned on positioning, tools and talent development. They will report to Donna Murphy, CEO Havas Health, who commented: “Just:: is a fantastic fit for Havas Health, as it broadens our service offer, bringing new key skills, new talent and innovative proprietary tools.” Jennie Talman and Emma Crozier, founders of Just:: Health commented: “The team at Green Square was great to work with – it felt like a real partnership from the very beginning. Green Square took the time to know us and our business intimately, gave us sound strategic advice at every step of the way and worked collaboratively with all other advisors. They demonstrated strong negotiation skills and helped us achieve best value for our business.” Tony Walford, Green Square Partner commented: “On first meeting Jennie and Emma, it was evident they had a deep passion for their business and were determined to deliver the very best innovative thinking and creative work for its clients. This attitude permeates everything Just:: does and the reason why it is such a highly respected name in the healthcare market. There was a lot of interest from prospective acquirers, but I have to say that Havas Health provided the most compelling fit – strategically and culturally – and an environment where Just:: can thrive on the international stage. It has been a pleasure to work with the Just:: team”