Ashurst advised PIA (Performance Interactive Alliance), a portfolio company of Equistone Partners Europe, on the financing of the acquisition of UDG United Digital Group, a service provider specialising in digital user experience (UX) and technology, from EQT Partners. The acquisition continues PIA's strategy of uniting companies that lead the market within the core subsectors of digital marketing, thus enabling PIA to provide integrated customer solutions under a single umbrella. The transaction, the financial details of which are undisclosed, is expected to be completed by the end of February 2019 and remains subject to the approval of the relevant competition authorities.

 

Ashurst already advised its long-standing client Equistone on its initial investment in PIA Group in 2014.

 

The Ashurst team was led by partner Dr Bernd Egbers and counsel Carsten Endres. They were supported by associate Philipp Hogrefe and transaction manager Anna Zoth (all Banking & Finance, Munich). Partner Dr Martin Bunning (Frankfurt) provided tax advice.