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MSQ acquires leading mobile gaming specialist Miri Growth

Date

December 2022

Sectors

Technology and consulting services, Marketing services and technology

Deal Type

Merger/Acquisition

Our Role

Sell side & fundraising

About Miri Growth

Founded in 2017, Miri Growth is a leading mobile app performance marketing agency and creative studio. Miri promotes mobile apps on Facebook, Snap, Google and TikTok, achieving scale through creative testing.​ Miri offers mobile applications a full service, end-to-end offering of creative design, campaign set-up and ongoing optimisation. The business utilises both effective targeting and creative testing to avoid ad fatigue and ensure campaigns are kept fresh to maximise return on ad spend (ROAS).

About MSQ

MSQ is a global group of diverse thinkers who blend human insight with data, technology and creativity to help businesses drive accelerated growth. They build bespoke teams of multi-disciplinary experts to deliver consistent and connected brand experiences. Ten award-winning agencies make up MSQ. Spanning Research & Insights (Freemavens), Brand Design Consultancy (Holmes & Marchant), Web & Digital Product Development (MMT Digital), Full-Service Digital (twentysix), PR & Content (Smarts), Customer Acquisition and Engagement (MBAstack), B2B Marketing (Stein IAS), creative production (Brave Spark) and Full-Service Creative and Media (The Gate, Walk-In Media). Their agencies provide all the key capabilities needed to take customers and prospects from one end of the customer journey to the other, generating awareness, deepening consideration and driving conversion.

About the deal

“By joining MSQ, we can enhance our existing client relationships, attract larger clients, expand globally and apply our process to different types of apps and brands.” Adam Turowski says.

MSQ said it believed the acquisition would bring “greater depth in mobile app acquisition and deep knowledge of digital channels” to the independent marketing group, with Miri’s revenues in the year to the end of July 2022 recorded as £4.8m.

MSQ also said that following the acquisition Miri will attract “a broader client base and international talent to join its 40-strong team”.

“Culturally and strategically MSQ is a great fit for Miri and we admire its growth, ambitions and business model,” van Driel added. “It’s an exciting time for our business and for our people as we share and develop our skills with those of the MSQ team.”

Our work

We acted as exclusive financial adviser to the shareholders of Miri Growth on their sale to MSQ.

WY worked tirelessly in finding the right buyer for Miri Growth. They were highly effective in running a competitive process and were alongside us every step of the way to completion. Their efforts resulted in a great outcome for us as founders, our business and our employees going forward. We highly recommend WY Partners to anyone looking to evaluate their options for the next steps for their business.

Zach van Driel and Adam Turowski

Founders

Miri Growth

 

 

 

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