Our Client – The Vendor
TWO Social is a niche online media & communications business formed in 2009 to work with Corporate Clients to help them to use and manage Social Media channels. The Business, one of the first agencies to specialise purely in Social Media, helps clients to adopt a strategic approach – to understand why, how and when they should engage through Social Media. Its owners were founder, Richard Spencer, and an institutional investor Causeway Asset Management.TWO Social’s customer-base comprised high-profile corporate clients representing a range of industry sectors including insurance, technology, engineering, professional services, food, state government and consumer goods. TWO Social assisted them not only with their Social Media strategy formulation but also with implementation to include content creation, managing communication flows, measuring results and reporting against pre-agreed campaign objectives.
By 2013, the Business had reached a stage where it would benefit from being acquired by a larger organisation in order to better leverage its core skills, gain access to a support network, and broaden its client base. This would facilitate faster growth within the rapidly expanding and profitable market segment of Social Media. The Directors engaged Johnsons Corporate as specialised mid-market business brokers with experience in selling to international markets.
The Sales Strategy
TWO Social presented an opportunity for an acquirer to secure an established and award-winning Social Media business offering specialist capabilities, a loyal customer base and a solid performance history. At the time of sale, the Business was achieving solid revenue growth and strong margins. It was operated by a small, passionate team, of loyal staff.
Johnsons Corporate’s custom research & marketing focused on leading global Social Media, Digital Media & Digital Consulting Agencies, while also incorporating related / secondary markets including PR Firms, Advertising Agencies and larger Marketing Consulting Firms. Johnsons ran a proactive direct marketing campaign that uncovered +25 qualified, interested parties. Further vetting and negotiations resulted in the selection of a preferred buyer as well as several backup buyers, with Offer and Acceptance secured within 7 weeks of going to market.
The Purchaser, iSentia, is Asia-Pacific’s leading business intelligence company servicing over 6,000 clients globally. It employs more than 1,200 employees across 15 countries and is private equity backed. The acquisition assisted iSentia to broaden its service offering and strengthen its position within the emerging market of online communications prior to going public on the ASX.