International legal practice Osborne Clarke has advised global creative digital production company MediaMonks, which merged with digital advertising and marketing services platform S4Capital last year, on the acquisition of influencer marketing agency IMA.
Started in 2010, IMA has grown its team to 85 global digital content specialists. The agency works closely with brands to engage and activate audiences with its network of 35.000+ influencers, 9.5 billion social followers and 10 billion total reach. The deal will see MediaMonks merge with IMA to advance its digital marketing offering. Previously owned by IMA’s management team and Karmijn Capital Fund II, a Dutch based investment fund with focus on equity capital in Dutch SMEs, IMA has grown its marketing reputation as leading influencer working for brands including Under Armour, Diesel, Microsoft, Heineken, Pernod Ricard, Samsonite, Beiersdorf and Booking.com.
This is the third acquisition of a business in the Netherlands involving Osborne Clarke and MediaMonks/S4 Capital in just over a year, as the Firm previously advised on its acquisition of Caramel Pictures in April 2019 and its original sale to S4Capital in July 2018. The Osborne Clarke team who advised MediaMonks was led by Amsterdam-based Partner Cristine Brinkman with assistance of associates Niels Dolk and Guusje Cornelissen. Coen Barneveld Binkhuysen advised on Commercial matters and Partner Job van der Pol on Tax matters.