GCA becomes part of Houlihan Lokey


Transaction Details

September 1, 2020


Technology, Business Services, Digital Media and Media, Digital Media

Deal Type

Mergers and Acquisitions

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GCA Advises Bonnier Ventures on the Sale of Real Agency Group to Management

GCA acted as exclusive financial advisor to Bonnier Ventures, the venture arm of media group Bonnier, on the sale of Real Agency Group, a Nordic agency network connecting leading digital communications specialists across the region, to management.

Real Agency Group (RAG) is the parent company of digital communications agencies Oh My group, Spoon group, The Domain Was Taken, KIT, Spoon Marketing Tech and Trickle. The original founders of agencies Spoon and Oh My, together with 13 other leaders and managers within RAG, have acquired all the shares in the company.

“It’s been fantastic working with Bonnier,” said Anders Ribba, CEO of Real Agency Group and a founder of Spoon. “But they reevaluated their strategy and portfolio and decided they wanted to go in a different direction in the future. We understood this, plus we felt it would be an exciting next step for us, too. This gives us an opportunity to get back to our entrepreneurial roots and run the group with the team closest to the business.”

“For us, it feels really special to be able to transfer our shares in Real Agency Group to those who know the business best,” stated Jonas von Hedenberg, Investment Director at Bonnier Ventures and Real Agency Group’s former Chairman of the Board. “Working with RAG has been a great journey in every way: it’s been profitable and it’s been fun. However, as a pure consulting business, it has become something of an oddity in our portfolio. Although it’s the right time for us to divest, we have worked closely with management for many years and really wanted to find the right “fit” going forward. For this reason, we’re delighted that the ownership of the group is returning to its founders and management – and we’re confident that they have an exciting future ahead.”

The new owners’ ambition is to create the Nordic region’s most attractive employee-owned agency network for both clients and employees.

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