Green Square advises KADENCE INT'L on its sale to Cross Marketing Group (CMG)
Green Square advises KADENCE INT'L on its sale to Cross Marketing Group (CMG)
We’re delighted to announce the sale of Singapore registered KADENCE INT'L, one of the world’s largest global independent marketing insight agencies, to Tokyo based, Nikkei listed CROSS MARKETING GROUP (CMG).

Employing over 350 people across 7 offices in Asia, US and Europe, Kadence was founded by Simon Everard, the Group Chairman, with a simple mission: to provide clients with inspiring insight, actionable recommendations and demonstrable ROI. During this time it has established a strong and highly collaborative network, offering both insight and fieldwork services to some of the world’s leading brands including Unilever, Samsung, Novartis and Accenture. This capability adds tremendously to CMG’s growth ambitions and allows each party to offer additional value-added services to their respective client bases.

Green Square acted as advisor to the shareholders of Kadence throughout the process.

Simon Everard, Group Chairman of Kadence, commented:
“Green Square were extremely supportive and insightful throughout the process, from initial discussions through to exit planning and ultimately sale. They balanced the respective needs of the parties in a way that created the best possible deal structure for all involved, despite some challenging issues given it was cross-border and ultimately moved at a very rapid pace. Green Square were extremely professional, committed and constantly went the extra mile, whilst also managing to retain a sense of humour throughout. They were an absolute pleasure to work with and I would happily recommend them.”

Andrew Moss, Green Square partner, commented:
“Kadence’s well established global footprint generated a lot of interest from potential acquirers. We have thoroughly enjoyed working with everyone at Kadence over the years, from initial exit consultancy through to sale, and were delighted to be able to complete the transaction with CMG, a business which clearly represents an excellent fit and will greatly assist Kadence’s future global growth.”

About Green Square
Green Square Associates Ltd is an independent corporate finance and business advisory firm focused on the media, marketing services and technology sector.
Since its launch in 2008, Green Square has completed a significant number of successful sale transactions and growth consultancy projects for agencies, ensuring its clients receive full value for their businesses and a strong foundation for future success.

About Kadence
Founded in 1992 by current Chairman Simon Everard, Kadence International has offices in the US, UK, India, Malaysia, Singapore, Indonesia, China, the UAE and Vietnam. The company has enjoyed strong growth throughout the years and was one of the largest independent research groups with turnover of US$27m.

Kadence provides clients with access to mature as well as emerging markets. Its B2B heritage and extensive B2C experience enables it to impart a unique perspective to clients, who include some of the biggest brands in the world.

About Cross Marketing Group (CMG)
CMG is a major player in the Japanese market research industry with an existing presence in Japan, Singapore, China, the US and India. With its research, IT, and mobile solutions offerings, CMG will leverage Kadence’s strong brand presence across the US, Europe, Middle East and Asia.
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