ADOTAS – Digital advertising agency Special Ops Media announced today that it was acquired by LBi International, a global marketing and technology agency. The purchase price will be in the range of $20 million to $45 million, depending on future performance, with a mixture of cash and shares, according to paidcontent.org.
Last year, Special Ops reported gross billings of $22.3 million, sales of $10.1 million and EBIT of $4 million. Special Ops specializes in interactive marketing and strategy, online media, creative services and online publicity.
Co-CEO and founder of Special Ops, Christian Anthony, said of the deal: “Our exciting partnership with LBi offers us the opportunity to provide our clients with an unprecedented menu of digital marketing services and unparalleled global access. Our entire team, always motivated to service our clients with commitment and innovation, will look to LBi as a superb platform for growth, and global opportunity.”
LBiI International CEO Luke Taylor says the acquisition is part of the company’s larger strategy: “In the strategic roadmap, released earlier this year, we communicated our intent to extend and deepen our service offer in the United States. The acquisition of Special Ops perfectly delivers on this ambition and adds a best in class strategic marketing and media capability to our U.S. business. Special Ops have, in particular, unique skills in innovative social network marketing and online PR. We plan to leverage this capability across our global footprint on the back of strong client demand for these specialist services.”