TOMORROW FOCUS AG (www.tomorrow‐focus.de) has sold 35.86% of its stake in AdJug Ltd. (www.adjug.com) to international media and advertising group Dentsu Inc., giving it an 80% stake of AdJug and strengthening its New York‐headquartered digital technology division IgnitionOne (www.ignitionone.com). As a result of the transaction, TOMORROW FOCUS’s stake in the London‐based online marketing firm AdJug was reduced from 55.86% to 20%. TOMORROW FOCUS and IgnitionOne will enable AdJug to aggressively expand its global footprint, and AdJug’s co‐founders, Michael Stephanblome and Satish Jayakumar, will continue to run the company.
JEGI CLARITY (www.jegiclarity.com) of New York, NY, the leading independent investment bank for the media, information, marketing services, and technology sectors, represented AdJug in this transaction and acted as its exclusive financial advisor.
AdJug operates two successful Internet advertising marketplaces in the UK and Germany and markets over three billion advertising spots from over 4,000 web sites every month. Following the majority takeover of AdJug, there are plans to open several new international branch offices alongside existing locations in London (UK), Munich (Germany) and Bangalore (India). The aim is also to link AdJug’s product portfolio closely to that of the New York‐headquartered digital marketing solutions company IgnitionOne, which offers product solutions in areas such as search and display campaigns, on‐site optimization and targeting.
TOMORROW FOCUS will continue to be represented on AdJug’s international board by Christoph Schuh, who is on the Management Board of TOMORRROW FOCUS. There was also agreement on the further expansion of the existing partnership between AdJug and TOMORROW FOCUS subsidiary TOMORROW FOCUS Media for unsold advertising inventory. As Germany’s second biggest ad network, TOMORROW FOCUS Media will continue to provide AdJug with unsold advertising inventory.
“Michael Stephanblome and Satish Jayakumar have developed the company into a successful European advertising marketplace. Once AdJug reached profitability at the end of last year, our joint aim was to achieve further international growth as quickly as possible with the help of a strategic partner. IgnitionOne is the ideal partner for building AdJug into a global brand,” commented Mr. Schuh.
As to the company’s future prospects, Mr. Stephanblome noted: “We are very much looking forward to the next stage of expansion at AdJug and would like to thank our staff for their tremendous work in growing the company. By driving ahead with further internationalization and combining our Dynamic Creative Technology (DCT) with Ignition One’s Audience Scoring Technology, we can create a real USP (Unique Selling Proposition) that will help us stand out from existing advertising marketplaces.”
“Our majority holding in AdJug represents a decisive step forward in our efforts to construct the best global marketing products for our customers. Our centralised digital marketing platform will now be able to expand massively into the European market,” said Will Margiloff, CEO at IgnitionOne.
We have never worked with an investment bank like JEGI CLARITY, where the bankers took part in all discussions through the final contract negotiations and worked as a mediator in critical situations.
Christoph Schuh, CMO, Tomorrow Focus AG