MMGY Global announced the acquisition of London-based Digital Spring (DS), a content, media and creative solutions agency for travel and tourism brands. As a strategic addition to MMGY Global’s expansion, DS will be part of the company’s European integrated services brand, MMGY, working with sister U.K.-based brands Hills Balfour, Grifco and Ophir.
As part of the acquisition, MMGY will now provide its clients full media services across both digital and traditional channels as part of its European offering. The company will now also provide a suite of proprietary media products that target specific U.K. and European travelers. These technology- and data-led products are specifically designed to target, engage and convert travelers and are proven media and content platforms already provided by the company. The acquisition allows MMGY to leverage the innovative Digital Spring Technology Suite to continue the expansion of its integrated client solutions, including comprehensive media services in key trade and consumer channels.
Digital Spring founders Rob Jolliffe, Rob Llewellyn and Dominique Moseley, as well as the entire DS team, will remain an integral part of the business.
“Our mission has always been to be a leader in travel marketing innovation, and becoming a part of the world’s premier travel marketing company helps further that objective,” said Jolliffe. It’s also flattering that the MMGY Global team sees the value in bringing us together based on what we have built at Digital Spring.”
“This expansion of our MMGY platform in the U.K., alongside our Grifco, Ophir and Hills Balfour operations, is part of our belief that travel on the Continent is growing and important,” said Clayton Reid, CEO of MMGY Global. “The shared values and industry relationships that exist between our companies today make this a natural evolution for our team and present a great deal of opportunity for our colleagues around the world.”
The company, which recently launched a new industry study titled Portrait of UK Travellers™, will introduce more details of the Digital Spring services and other new products in the coming weeks.
MMGY Global was advised on the transaction by RSM UK LLP on financial matters, by Foley & Lardner, LLP on legal matters in the U.S. and by Duane Morris on legal matters in the UK. Digital Spring was advised on the transaction by Harrison Clark Rickerbys, Ltd on legal matters and by financial advisors ABG Corporate Finance, LLP.
MMGY Global is a $50 million company with 450 staff and 11 global offices. The company’s mission is to “Inspire People to Go Places,” with a focus on travel, hospitality and entertainment. Digital Spring is the sixth acquisition by MMGY Global since private equity firm Peninsula Capital Partners (peninsulafunds.com) made a significant equity investment in the company in 2016. This most recent investment further strengthens the company’s aggressive acquisition strategy, which includes global expansion and its commitment to integration across all travel marketing channels. Prior acquisitions included DK Shifflet & Associates, Grifco and Ophir PR, Hills Balfour, Myriad Marketing and Nancy J. Friedman Public Relations.