Gimv further commits to the marketing services sector

13-04-2010 07:30

Gimv announces that it will further invest in the sector of marketing communication services by converting its current notes and by exercising its options in order to streamline its various marketing investments in a financial holding company. 

Last year Gimv provided growth capital to the promising companies Bananas NV and Amphion NV that both realised an amazing 2009 result despite the fundamental crisis in the marketing & communications sector. As such, Gimv obtained a controlling stake in Bananas NV (Benelux company) and Amphion NV. Both companies create encounters & conversations between brands and customers through offline and online interaction. Throughout the first year of their co-operation with Gimv, both companies were able to continue to pursue organic and/or external growth. A strategic acquisition was realised: NRG3, an Amsterdam based digital agency.

Also last year, Gimv acquired an option to a part of the shares of Demonstrate NV. Via this separate agreement, Gimv acquired an option on a majority stake in Demonstrate NV (Benelux company), which Gimv exercised recently. As such, Gimv acquired a controlling stake in Demonstrate NV, which has become a reference in equity storytelling campaigns and is one of the Benelux market leaders in brand activation and experiential communications, both online and offline. In its first year of co-operation with Gimv, Demonstrate was able to continue to pursue organic and/or external growth and a strategic acquisition was realised: Pro Vocation Fieldmarketing BV, a field marketing company in Hoofddorp (the Netherlands), which is now called Demonstrate Holland BV.

All companies will continue operating independently and will be governed by an independent board of directors headed by a non-executive chairman.

Gimv strongly believes in the future potential of non traditional communications and below-the-line marketing activation, which allow for direct and measurable interaction between consumer and advertiser. Growth of both companies, both internally and through acquisitions, remains the aim.

No further financial details on this transaction will be disclosed.

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