April 2018

Leading innovation agency INITION sold to Dubai based Digital Communications


Digital Communication LLC (DigiComm) is a Dubai-based leading technology powerhouse for customised digital media solutions. The Company implements and manages Digital Media projects and tailored digital experiences across the Middle East & Africa. They have exclusive access to world-class technologies through strategic partnerships with industry leaders such as BrightSign, Projection Artworks, Inition & GTG.



INITION, based in Shoreditch, London, is a multidisciplinary production company with a finely tuned blend of technological and creative capabilities. The Company harness emerging technologies to create unique and memorable interactive experiences for live events, exhibitions, outdoor, experiential, digital and retail installations. They have pioneered projects on emerging technology platforms including virtual reality, augmented reality, 3D printing, 3D scanning, holograms, haptics and natural user interfaces. With a track record spanning over 15 years and hundreds of installations in both the UK and abroad, INITION leverages new technologies for creative communications before they hit the mainstream; augmenting reality since 2006, printing in 3D since 2005, creating virtual realities since 2004 and stereographic filming since 2003. INITION was acquired by Parity Group plc in May 2012 and is a 100% owned subsidiary which has been run as a self contained unit with oversight from Parity.



DigiComm acquired 100% of the share capital of INITION from Parity Group plc in a transaction set to expand DigiComm’s international presence, enhance their technical capabilities and build new relationships with international clients.



We acted on behalf of Parity to prepare, market and negotiate the final deal terms of the transaction having built a long lasting relationship with the Parity and INITION management teams.


We were delighted with the services provided by WY in relation to the successful disposal of our non-core business. We were initially impressed by their excellent sector knowledge, and list of contacts. Following engagement, WY lived up to their promise of “doing the heavy lifting”, responded quickly, negotiated intelligently, and offered sound advice. Throughout the entire process you really feel like WY are on the same page in driving your agenda.

Roger Antony, Group Finance Director, Parity Group plc

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