Southfield Capital Acquires Match Marketing Group

Michael Dill will remain the agency's CEO

Match Marketing Group has been acquired by Southfield Capital. Match Marketing Group
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Southfield Capital has acquired Match Marketing Group from Beringer Capital. Beringer, which is also Adweek’s parent company, has partnered with Match since the firm’s inception in 2012 and was instrumental in building out Match’s infrastructure, comprehensive service offering and executive team. Southfield will work alongside the group’s management team, which is led by Match CEO Michael Dill.

“This is truly an inflection point for our agency and we intend to use it as a springboard for our talent and technology to continue to accelerate solutions that exceed client expectations,” said Dill in announcing the acquisition. “Agencies and their clients are facing pressure for short-term growth, new consumer expectations, technology disruption and the need to deliver growth amidst spending pressures. Clients today don’t just need agencies, they need answers.”

Match’s expertise spans creative, digital content, experiential, retail marketing, commerce and merchandising. Match, which is based in Norwalk, Conn., has over 500 employees across eight offices.

To drive increased client engagement over the last year and a half, Match has been evolving their platform to be equal parts art and science, with the addition of talent and capabilities in data, commercialization, commerce and creative content.

The agency has focused its analytics platform, DDX, to publish, manage and optimize content based on consumer motivations that drive conversion. The analytics are not only applicable to digital; the platform also places significant focus on prediction and performance in experiential, retail marketing and merchandising.

“Match is an exceptional marketing services platform with incredible expertise in using analytics and insights coupled with a commitment to conversion,” said Heb James, partner at Southfield Capital. “Equally important to its passion for creative is Match’s DDX analytics platform that is able to create more precision, agility and accountability of performance.” Southfield, which is based in Greenwich, Conn., targets companies with $4 million to $12 million in EBITDA and partners with management to scale the business through a combination of organic and acquisition growth strategies.

“We are at a time of incredible fragmentation where many of the traditional methods are no longer as reliable; it’s an exciting place to be, as we help clients grow in the new direct experience economy,” said Dill.

Investment bank Petsky Prunier was Match’s exclusive financial advisor. BMO Harris Bank and BBVA Sponsor Coverage provided debt financing. Terms of the deal were not disclosed.

@jcoopernyc James Cooper is editorial director of Adweek.