DLA Piper has advised shareholders from two of four separate entities on the equity investment by Equistone Partners Europe to establish a new company, Performance Interactive Alliance for Digital Marketing.
DLA Piper acted on behalf of econda and DeLaSocial, while Performance Media was represented by Luther Rechtsanwaltsgesellschaft and Blue Summit Media by Hoffmann Böttcher Rechtsanwaltsgesellschaft. Pöllath Partners advised Equistone.
Under the new holding company, the four individual companies, which between them had total annual external sales of approximately €140m (£113m) in 2013, will continue to operate independently but offer a fully comprehensive range of services.
DLA Piper also took on the role of co-ordinator during counselling of the shareholders of the four companies in connection with negotiation of the investment documentation for the joint holding company.
The DLA Piper team led by partner Dr Matthias Lupp and counsel Ksenia Ilina (both corporate, Munich) comprised partners Dr Konrad Rohde (tax, Frankfurt), Dr Wolfram Distler (banking and finance, Frankfurt), Dr Jan Schinköth (corporate, Munich) and Dr Kai Bodenstedt (employment, Hamburg), counsels Dr Björn Enders (tax, Frankfurt) and Patrick Schwarzbart (intellectual property and technology, Munich) and associates Dr Magdalena Neueder (corporate, Munich) and Dr Henriette Norda (employment, Hamburg).