Latham & Watkins advised Onex Partners V, the $7.2 billion private equity fund of Toronto-based Onex Corp., on its investment in Analytic Partners Inc., a cloud-based marketing measurement and optimization platform.
Willkie Farr & Gallagher counseled Analytic Partners on the transaction, which the company’s founder also participated in and which is expected to close later this year, according to a statement. No financial details were disclosed.
Miami-based Analytic Partners, founded in 2000, said its managed software platform and proprietary data help big companies assess and optimize their spending on marketing via both offline and online media. It says it has around 270 employees and 14 offices worldwide and works with partners including Microsoft, Facebook, Google Measurement, and Amazon Advertising.
Kosty Gilis, a managing director at Onex Partners, said that as businesses face a growing need to accurately assess their marketing campaigns’ effectiveness, Analytic Partners “presents a compelling valuation creation opportunity.”
To contact the correspondent on this story: Rick Mitchell in Paris at rmitchell@correspondent.bloomberglaw.com
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