Carlyle buys performance marketing agency Incubeta

The acquisition will boost Incubeta’s proprietary ad technology, which counts Hyundai, Heineken, M&S, and L'Oréal among its clients.

Global Investment firm Carlyle has agreed to acquire a majority stake in Incubeta,for an undisclosed sum.

Founded in 2004 and headquartered in London, UK, Incubeta has experienced significant growth over the past two decades, evolving into a team of more than 800 people across 22 locations worldwide.

Incubeta is also one of a few agencies that are globally certified Google Marketing Platform (GMP), an integrated advertising-technology platform that enables customers to more effectively create and manage high-impact digital marketing campaigns using data analytics and advanced measurement.

The Carlyle Europe Technology Partners platform will support Incubeta in accelerating its international growth plan through the development of its existing suite of services and acquisitions, as well as investing in the company’s commercial operations and proprietary technology.

Lars Lehne, CEO of Incubeta, said: “We are very proud of the significant growth that Incubeta has achieved, having completed five acquisitions over the past two years and becoming a key partner in the Google ecosystem. We strongly believe Carlyle is the perfect partner as we take the next step in our growth journey, given its global presence, deep understanding of our sector, and extensive experience in scaling technology and marketing services businesses.”

Andrew Tan, Director in the CETP investment advisory team, said: “Incubeta has all the hallmarks we look for in our investments – exposure to a market benefiting from strong tailwinds, partnership with an experienced and driven management team, and multiple levers for growth, including international expansion and service line extension.”