P+P advised PIA Holdings on aquisition of DYMATRIX CONSULTING GROUP GmbH

August 2014

There is movement again in the German advertising industry:

New Hamburg-based media holding company, PIA Performance Interactive Alliance, acquires the Stuttgart-based DYMATRIX CONSULTING GROUP GmbH with the support of P+P Pöllath + Partners

DYMATRIX CONSULTING GROUP GmbH (Dymatrix), a Stuttgart company specializing in digital marketing solutions, is a new co-shareholder of PIA Performance Interactive Alliance (PIA Holdings) in Hamburg.

In March, four German marketing company groups in the automated online marketing sector (PERFORMANCE MEDIA DEUTSCHLAND GmbH in Hamburg, Blue Summit Media GmbH in Munich, DeLaSocial GmbH in Hamburg and ECONDA GmbH in Karlsruhe) consolidated through the participation of the investors Equistone Partners Europe to create the newly formed PIA Holdings.

The PIA group has its headquarters in Hamburg, currently employs 450 employees in Hamburg, Munich, Berlin, Dusseldorf, Karlsruhe and Belgrade and has over 450 clients.

As announced in March, the new platform will be supplemented in the medium term by other companies from the marketing automation sector and thereby support the growth of the group. The merger with Dymatrix was now the first step in this direction.

Dymatrix is expanding the portfolio of and services offered by PIA Holdings in the fields of customer analytics, cross-channel campaign management, as well as key account mobilization and management.

The Munich-based M&A partners Ralf Bergjan (lead counsel) and Benedikt Hohaus (management participation), as well as Verena Schäfer and Julian Winkler (both M&A associates in Munich) advised PIA Holdings on this transaction. P+P Pöllath + Partners had already advised Equistone Partners Europe in March 2014 on the participation in the newly formed PIA Holdings.

Luther Rechtsanwaltsgesellschaft mbH, Dr. Thomas Kuhnle (partner), Manuela Köck and Sarah Dupont (associates) advised Dymatrix.