S4 Capital-owned MediaMonks is to merge with influencer agency IMA in order to advance is digital marketing offering.
The deal will see the two Amsterdam headquartered companies unify and IMA's staff of around 85 digital experts aid MediaMonks in offering its clients access to what it claims is a network of 40,000 influencers internationally.
Nine-year-old IMA was founded by Emilie Tabor and Maddie Raedts, with chief executive Anneke Schogt joining in 2016. All are understood to be remaining with the agency, whose client list to date has included Pernod Ricard, Under Armour, Beiersdorf, Diesel, Microsoft, Heineken, Samsonite and Booking.com.
S4 Capital chairman Sir Martin Sorrell announced the completion of the deal on his LinkedIn channel this morning (12 August) with the following post:
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In a statement, Sorrell said: “This merger is yet another example of our focus on top-line growth. Influencer marketing is an important sub-set of the digital content marketing industry and is predicted to double in size over the next three years. Emilie, Maddie and Anneke are also great examples of female entrepreneurs, who are building successful digital businesses. They will bring an added dimension to both MediaMonks and S4 Capital”
Victor Knaap, chief executive of MediaMonks, added: “IMA has been at the forefront as this industry has started to come of age. We look forward to working with its entrepreneurial team in developing how powerful influencers can be as part of a digital marketing strategy. MediaMonks’ scale and digital creativity – enhanced by our global content studios for fashion, beauty and food – together with a worldwide network of specialised influencers from IMA, makes a powerful tool for any brand."