SEC SpA acquired the majority shareholding (51%) of Bogotà based Newlink Comunicaciones Estratégicas SAS, which is the second advocacy and PR agency in the Colombian market.
The deal, which is worth about 2 millions €, is based on a 4 year earn out scheme, with the final price to be determined on completing established increase of the EBIDTA aligned to a forecasted yearly increase of 12,5%.
Under the agreement it is also foreseen, after 5 years, for Newlink minority shareholders the put option for the remaining 49% of the shares. In this case shares will be paid with a mixed system: 50% of their value in cash and the remaining 50% through an exchange scheme with SEC SpA’s shares.
Newlink Comunicaciones Estratégicas SAS claims a leading positioning in corporate communications, Public affairs and Marketing communications markets in Colombia with a portfolio that includes reference brands in different industries such as, among others, CocaCola, Ford Foundation, Adidas, Sanofi, BAT (British American Tobacco), MichaelPage, Amgen, Colmena, Aldea.
Newlink turnover in 2016 has been 2,8 millions Euro that generated an EBITDA of up to nearly 250.000 Euro.
Minority shareholders will keep the management and operations of Newlink Comunicaciones Estratégicas allowing continuity to keep the momentum that led Newlink to the present leading position. This aspect is fully aligned with SEC strategic focus that is not to simply build a network of agencies rather than to create a strategic alliance amongst entrepreneurs who jointly shares a common development project.
María Claudia De Francisco Zambrano and Rafael Mora will consequently keep their role of Managing Partners in Newlink while joining at the same time the SEC Group Management Committee, the governing body where all the agencies CEOs share decision making under the presidency of Tom Parker, Ceo of Cambre and Associates, the Brussels based Advocacy and Public Affairs with an EU focus agency of the SEC Group.
“We are very satisfied” Fiorenzo Tagliabue, SEC’s CEO stated “because thanks to this acquisition we are now able to look after a market of huge interest and potentials where European Groups are operating and planning significant investment”. “This further step” – Fiorenzo Tagliabue added – “is also a dramatic move in our expansion project through Latin America, a Region and a market that are getting more and more credibility and relevance at international level. Bogotà will turn into our hub to plan our next steps and further investments throughout South America”.
“This operation” Tagliabue wrapped up “that comes after last year deals in Europe Middle and Far East and Australia, allows our project to gain consistency for the investors according to the plans we presented to financial communities when lauching our IPO at AIM in LSE on July 201”.