Deal Brief Business Services - Candid Group

Deal Highlights

  • IMAP Netherlands advised Candid Group B.V. on the purchase of Daily Dialogues.
  • Founded in 2007, today Candid is the largest independent media group in the Netherlands. It is a platform for media, technology and creative agencies, with the objective of solving the increasingly complex issues of its customers. 
  • With its acquisition of social media marketing specialist, Daily Dialogues, the company is looking to further expand its total marketing approach - smart, creative and technical. 
  • Daily Dialogues is a Full Service digital agency, with a social DNA. 
  • Following the acquisition, the company’s international team now comprises over 220 employees, spread across its offices in Amsterdam and Rotterdam. Daily Dialogues preserves its current Rotterdam office.


Market Outlook

  • The global market for digital marketing is estimated to be worth approximately €306 billion by 2020. 
  • In 2018, the estimated market size of Dutch Digital Agencies was over €1 billion, implying a 17.6% y-o-y growth (from 2017 to 2018). 
  • Over 10% of the revenues of the Dutch Digital Agencies is achieved abroad. Therefore, opening a foreign office, or starting a strategic partnership with a global brand is becoming increasingly important.


Valuation Summary

  • The transaction closed with an average valuation multiple, consistent with multiples
    seen in previous transactions in the Marketing industry.


IMAP Approach

  • IMAP has been advising Candid Group on its acquisition strategy since 2017 and this recent transaction is its 11th since inception.
  • IMAP Netherlands advised Candid Group throughout the transaction, performing key tasks including valuation, project management, coordinating the Due Diligence and negotiating the deal terms.
  • Over the years, IMAP Netherlands has advised numerous digital agencies and as such, has gained significant experience and a deep understanding of the market. In October 2019, it will publish its Digital
    Agencies Sector Report.


Client Comment

“We’ve worked with the IMAP team on a number of transactions now. Their M&A knowledge, along with the experience of a great team of enthusiastic professionals, help us towards our goal of becoming the largest and most entrepreneurial MarCom platform organization in the world.”

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