Ebiquity Buys Spanish Auditing Firm Media Value

UK-based media and marketing insights firm Ebiquity has acquired Spanish media auditing firm Media Value (MV) from shareholders, including its co-founder Mauricio Barange, for a total consideration of up to EUR 6m.

Barange (pictured) set up MV in 1992, and since 2008 the company has acted as Ebiquity's franchise partner for media auditing in the Iberian market, under the Ebiquity brand name. The firm has offices in Madrid, Barcelona and Lisbon where it employs 32 staff. Unaudited revenue for the year ended 30th April 2014 was approximately EUR 2.3m and operating profit was approximately EUR 0.3m.

MV is being acquired for an initial cash consideration of EUR 743,000, and the maximum total consideration of EUR 6m will be payable in cash, depending on the performance of the MV business in the three financial years ending 30th April 2016. Barange will remain as CEO of MV, and its media auditing and benchmarking business will be integrated into Ebiquity's Media Value Measurement division, while its ROI/effectiveness practice will become party of Ebiquity's Marketing Performance Optimization arm.

Michael Greenlees, CEO of Ebiquity, comments: 'MV has been operating under the Ebiquity name for some time and has played an important part in the European development of the group. The Iberian business has performed well and this acquisition marks another step in the development of our leading position in marketing and media data analytics across Europe.'

Web site: www.ebiquity.com .