Green Square advises atom42 on its sale to iris worldwide
Green Square advises atom42 on its sale to iris worldwide
Green Square Associates is pleased to have advised the shareholders of atom42, UK digital acquisition specialists and full service digital marketing agency, on its sale to iris worldwide.

The move comes as eCommerce growth accelarates and enables the iris network to join up longer-term brand building and shorter-term acquisition activity; helping clients to create and convert new customers.

This will strengthen iris’ capabilities in search marketing, conversion and digital content distribution, providing a seamless solution for clients demanding a more transparent and integrated approach to campaign ecosystems and a better understanding of how to drive sales in a challenging digital landscape.

The deal comes at a time when eCommerce is growing at an exponential rate (according to data from the Office for National Statistics, online sales increased by 21.3% during 2016, and this is set to rise further by the end of 2017). Traditional media plans often lack the agility and pace needed to optimize on this digital opportunity, and help clients grow and convert customers online.

Andrew Atalla, Founder, atom42 commented on working with Green Square:

“I knew within minutes of meeting Tony and Andrew at Green Square that they were the right advisers for us, after meeting a fair few previously. Their style is refreshingly different, one which I didn't think I'd be able to find in the M&A world, but which made me feel a lot more comfortable throughout the process.

The deal we were trying to do had seemed, initially, pretty straight forward. However, we had a number of unforeseeable hiccups along the way which lengthened the process considerably. Despite this, Green Square ensured we maintained momentum throughout and helped us navigate some fairly significant surprises with ease.

They were really perfect for us. I can't say if they would be for you too, but I'd absolutely recommend you have a meeting with them to find out."


atom42 will work alongside brand, business strategy and CRM teams at iris, including the consultancy teams in iris Concise to analyse and optimise how campaigns are performing. The ability to use data to inform content creation and distribution will be key to the new offering.

Founded in 2007, atom42 have won a number of industry awards during their growth to the 40-strong team they now have servicing clients such as Match.com, Three, Drinkaware and Solarplicity, which is also an existing iris client.

Claire Humphris, Founding Partner, iris commented:

“We want to offer clients an alternative to the cookie cutter digital media plans they’re presented day-in, day out. We all know how important it is optimise at pace and yet old school SLAs still dominate. Iris and atom42 coming together means clients can benefit from bespoke on-line acquisition plans, delivered in a fast and agile way. This partnership is strategically important as we lead our clients through their digital transformation agendas as they look to capitalise on the opportunity offered by Ecommerce.”

Since acquiring management consultancy iris Concise in 2008, iris has challenged the traditional agency model, from actively funding product innovation with start ups, to acquiring Datalytics in 2013 to generate more robust methods of evaluation, measurement and targeting, and more recently this year to the addition of Pricing Solutions into iris Concise, extending its consultancy capabilities into pricing strategy.

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