Baker McKenzie has advised Canadian technology company Flipp Operations Inc. ("Flipp"), a portfolio company of private equity fund Truelink Capital, on joining forces with MEDIA Central Group (“MEDIA Central”), a portfolio company of Bregal Unternehmerkapital, to create a unified platform for drive-to-store marketing. The combined platform creates an advanced digital merchandising network that helps retailers and brands connect with their customers.
The closing of this transaction was successfully completed on November 5, 2024. For Truelink, this was the first acquisition in the European market.
"We are very pleased to have successfully advised our client on this important deal. The merger and integration of Flipp and Media Central creates a market leader with complementary offerings. The combination will help accelerate innovation and increase value for their customers on a global scale," commented Christian Vocke, one of the lead partners in the transaction.
Flipp is a North American specialist in drive-to-store marketing, connecting retailers and manufacturers of consumer goods with millions of customers every week. Flipp helps partners redefine the way customers discover products and make purchasing decisions in the digital world. The platform extends from offer management systems to analysis tools and insights into the distribution and engagement of digital merchandising content.
MEDIA Central is a European market leader in drive-to-store marketing solutions and offers data-driven 360° solutions for major retailers and brands in Europe, Australia and Latin America with its traditional and digital business units. The digital division consists of a combination of ShopFully, Offerista and Yagora.
Flipp and MEDIA Central will retain their brands and continue serving customers in their respective markets.
Baker McKenzie's M&A team regularly advises on international transactions. Most recently, Baker McKenzie advised Haron Holding S.A. on takeover delisting offer, AURELIUS on the acquisition of What’s Cooking Savoury Division, UBE Corporation on its acquisition of LANXESS’ Urethane Systems business, Grundfos on the acquisition of Culligan's C&I business, Uniwater on the acquisition of 4 pipes GmbH, VINCI Energies on the acquisition of the Fernao Group, Gienanth Group on the sale of its Austrian, German and Czech entities in the course of their restructuring, GNMI on its agreement to acquire the surface solutions business from Merck; KD Pharma Group on its acquisition of the marine lipids business from dsm-firmenich in exchange for a minority stake in the company; Freaks 4U Gaming on its strategic acquisition by NODWIN Gaming, Saab on a new investment in Helsing, Trane Technologies on strategic investment in Trailer Dynamics, AURELIUS on the acquisition of Dayco Propulsion Solutions, EQT Life Sciences on a EUR 128 million Series B2 financing of Tubulis GmbH and Knorr-Bremse AG on the sale of a majority stake in Kiepe Electric GmbH.
Legal advisor to Flipp:
Baker McKenzie
Lead: Corporate/M&A: Dr. Johannes Baumann (partner, Frankfurt), Dr. Christian Vocke (partner, Frankfurt)
Team: PE/M&A: Dr. Markus Mörtel (counsel, Frankfurt), Ben Beetz (senior associate, Berlin), Dr. Julian de Leve, Valentin Fischer (both associate, Frankfurt), Dr. Jan Gutsche (associate, Düsseldorf)
Banking & Finance: Matthias Töke (partner, Frankfurt), Saskia Ilzhöfer (associate, Frankfurt)
Merger Control: Dr. Nicolas Kredel (partner, Düsseldorf), Dr. Florian Kotman (senior associate, Düsseldorf)
Foreign Investment: Anahita Thoms (partner, Berlin), Dr. Alexander Ehrle (senior associate, Berlin), Caroline Walka (associate, Berlin)
Employment: Dr. Sebastian Pfrang, Jan Kammler (both associate, Frankfurt)
Real Estate: Dr. Daniel Bork (partner, Düsseldorf), Moritz Jander (associate, Düsseldorf)
IP: Patrick Wilkening (partner, Düsseldorf), Anela Winzig (associate, Frankfurt)
IT/Data protection Law: Simone Rieken (partner, Frankfurt), Aileen Zengler (associate, Frankfurt)
Commercial & Trade: Katharina Spenner (partner, Munich), Hannah Mack (associate, Munich)
Public Law: Dr. Katharina Weiner (partner, Düsseldorf)
Tax: Christoph Becker (partner, Frankfurt), Thomas Gierath, (partner, Munich)
as well as lawyers from our offices in Milan, Madrid, Warsaw and Sydney
The closing of this transaction was successfully completed on November 5, 2024. For Truelink, this was the first acquisition in the European market.
"We are very pleased to have successfully advised our client on this important deal. The merger and integration of Flipp and Media Central creates a market leader with complementary offerings. The combination will help accelerate innovation and increase value for their customers on a global scale," commented Christian Vocke, one of the lead partners in the transaction.
Flipp is a North American specialist in drive-to-store marketing, connecting retailers and manufacturers of consumer goods with millions of customers every week. Flipp helps partners redefine the way customers discover products and make purchasing decisions in the digital world. The platform extends from offer management systems to analysis tools and insights into the distribution and engagement of digital merchandising content.
MEDIA Central is a European market leader in drive-to-store marketing solutions and offers data-driven 360° solutions for major retailers and brands in Europe, Australia and Latin America with its traditional and digital business units. The digital division consists of a combination of ShopFully, Offerista and Yagora.
Flipp and MEDIA Central will retain their brands and continue serving customers in their respective markets.
Baker McKenzie's M&A team regularly advises on international transactions. Most recently, Baker McKenzie advised Haron Holding S.A. on takeover delisting offer, AURELIUS on the acquisition of What’s Cooking Savoury Division, UBE Corporation on its acquisition of LANXESS’ Urethane Systems business, Grundfos on the acquisition of Culligan's C&I business, Uniwater on the acquisition of 4 pipes GmbH, VINCI Energies on the acquisition of the Fernao Group, Gienanth Group on the sale of its Austrian, German and Czech entities in the course of their restructuring, GNMI on its agreement to acquire the surface solutions business from Merck; KD Pharma Group on its acquisition of the marine lipids business from dsm-firmenich in exchange for a minority stake in the company; Freaks 4U Gaming on its strategic acquisition by NODWIN Gaming, Saab on a new investment in Helsing, Trane Technologies on strategic investment in Trailer Dynamics, AURELIUS on the acquisition of Dayco Propulsion Solutions, EQT Life Sciences on a EUR 128 million Series B2 financing of Tubulis GmbH and Knorr-Bremse AG on the sale of a majority stake in Kiepe Electric GmbH.
Legal advisor to Flipp:
Baker McKenzie
Lead: Corporate/M&A: Dr. Johannes Baumann (partner, Frankfurt), Dr. Christian Vocke (partner, Frankfurt)
Team: PE/M&A: Dr. Markus Mörtel (counsel, Frankfurt), Ben Beetz (senior associate, Berlin), Dr. Julian de Leve, Valentin Fischer (both associate, Frankfurt), Dr. Jan Gutsche (associate, Düsseldorf)
Banking & Finance: Matthias Töke (partner, Frankfurt), Saskia Ilzhöfer (associate, Frankfurt)
Merger Control: Dr. Nicolas Kredel (partner, Düsseldorf), Dr. Florian Kotman (senior associate, Düsseldorf)
Foreign Investment: Anahita Thoms (partner, Berlin), Dr. Alexander Ehrle (senior associate, Berlin), Caroline Walka (associate, Berlin)
Employment: Dr. Sebastian Pfrang, Jan Kammler (both associate, Frankfurt)
Real Estate: Dr. Daniel Bork (partner, Düsseldorf), Moritz Jander (associate, Düsseldorf)
IP: Patrick Wilkening (partner, Düsseldorf), Anela Winzig (associate, Frankfurt)
IT/Data protection Law: Simone Rieken (partner, Frankfurt), Aileen Zengler (associate, Frankfurt)
Commercial & Trade: Katharina Spenner (partner, Munich), Hannah Mack (associate, Munich)
Public Law: Dr. Katharina Weiner (partner, Düsseldorf)
Tax: Christoph Becker (partner, Frankfurt), Thomas Gierath, (partner, Munich)
as well as lawyers from our offices in Milan, Madrid, Warsaw and Sydney
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