Transaction overview
We are pleased to announce the successful completion of our latest transaction, advising the shareholders of Mavens of London, a leading data-driven, digital marketing and analytics consultancy, on its sale to Kantar, the global leading data, insights and consulting company.
This marks the first acquisition for Kantar since a majority stake in the group was acquired by Bain Capital from WPP last year.
About Mavens of London
Founded in 2009, Mavens of London is a strategic data consultancy with a premium, comprehensive service offering of deep digital expertise gained at the forefront of consumer insights, measurement, strategy and optimisation and performance content. Mavens helps its blue-chip clients make the most of their digital data, offering a smart combination of human and machine intelligence. The Mavens digital experts help marketers understand trends, patterns and needs and then optimise the performance of their digital environments, SEO, search and content strategies to address them.
About Kantar
Kantar is the world’s leading evidence-based insights and consulting company. We have a complete, unique and rounded understanding of how people think, feel and act; globally and locally in over 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, our innovative analytics and technology, we help our clients understand people and inspire growth.
The addition of Mavens’s digital consulting capability, search and social analytics, performance content, and AI-based segmentation offerings bolster Kantar’s Analytics portfolio, transforming Kantar into a truly unique provider of a holistic view of a brand’s ecosystem and allowing them to support clients across digital from strategy to activation.
Ciesco’s role
Ciesco acted as the exclusive advisor to the shareholders of Mavens of London. Mavens’s expertise in digital and their holistic, data-driven approach to understanding the clients’ ecosystem and making strategic recommendations attracted very strong interest from across the buyer landscape. Kantar was identified as the perfect fit for Mavens as it offers an opportunity to integrate their proprietary tools and capabilities into Kantar’s Analytics team, and hence amplify the existing offering and scale across the client base, that include the world’s leading brands.
Client testimonials
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"Ciesco quickly grasped the nature of our business, what makes us desirable and how future ownership models could help us fulfil our growth ambitions. They ran a disciplined and highly professional process and worked tirelessly to provide us with multiple strategic options. We have deeply appreciated the support and insight Ciesco have provided to us."
"On becoming independent, we signalled our intent to accelerate our investment strategy. Today’s acquisition of Mavens illustrates that intent and the ambition we have for our business and clients. Our Analytics Practice is a key growth driver for Kantar, as clients turn to us to help them unlock deeper insights about consumers and how they think, feel and act to fuel growth for their business. Mavens’ analytics consulting capabilities in particular are unique in their ability to combine data literacy, marketing strategy, commercial expertise, and technical delivery to offer solutions from strategy through to implementation."
"Mavens brings a fantastic and differentiated skill set into Kantar that really complements and strengthens our Analytics portfolio. Clients are focused on developing a detailed understanding of which digital investments and content have impact."