Jellyfish, a global digital media and marketing company, has been acquired by The Brandtech Group, resulting in the creation of the largest digital-only marketing group worldwide. With a revenue exceeding $1 billion and over 7,000 employees working for eight out of the top ten global advertisers and 49 of the top 100, the acquisition solidifies The Brandtech Group’s position in the industry. The negotiations for the acquisition began in August of the previous year, with The Brandtech Group, founded by former Havas CEO David Jones, aiming to acquire high-growth companies that address marketers’ challenges in various areas such as influencer marketing, e-commerce, data, and AI. Prior to the acquisition, The Brandtech Group already owned several properties, including Oliver, Collectively, Gravity Road, Mofilm, and Mobkoi, and had made investments in companies like Pinterest, Niantic, Gfycat, Good-Loop, and Vidmob.
Jellyfish, founded in 2005 by Rob Pierre, boasts a workforce of more than 2,200 employees across 38 offices globally. The company has worked with notable clients such as Disney, ESPN, eBay, Netflix, Nike, Nestlé, Samsung, Spotify, Playstation, and Uber, with its London office located in The Shard. Over the years, Jellyfish became a leading reseller of Google ad products and earned the nickname “Google Services Limited.” In 2019, Fimalac, a French holding company, acquired a majority stake in Jellyfish for £500 million. However, the digital advertising market faced challenges during the pandemic due to uncertain economic conditions and increased competition from other agencies, which affected Jellyfish’s dominance.
David Jones expressed his excitement about the acquisition, emphasizing the goal of simplifying the complex world of marketing for clients. The addition of Jellyfish to The Brandtech Group is expected to elevate their ability to connect content, data, and media using technology. Jones commended Jellyfish’s accomplishments under Rob Pierre’s leadership and highlighted the shared values of both companies in solving clients’ marketing challenges through technology. Fimalac’s involvement in the acquisition as shareholders and board members was also welcomed by Jones.
Following the acquisition, there will be changes in the leadership team. Rob Pierre will assume the role of Chair of Jellyfish and collaborate with David Jones to pursue further merger and acquisition opportunities to expand Jellyfish’s global presence. Nick Emery, founding partner and CEO of Brandtech Media, will take over as CEO of Jellyfish, overseeing its day-to-day operations. The newly formed Jellyfish board will consist of Pierre, Jones, Emery, Emma Cookson (Brandtech Group partner), Dawn Dickie (vice chair and Brandtech Media CFO), Betty Louie (group general counsel), Chris Lee (Jellyfish CFO), and Ed Ball (Jellyfish COO). Nick Emery will serve as the executive chair and board chair.
Rob Pierre expressed his enthusiasm about joining forces with The Brandtech Group, believing that the acquisition will enhance Jellyfish’s capabilities and ambitions as they embark on the next chapter of their journey.