Green Square advises Bridgethorne on its sale to Ceuta Holdings

20th August 2014

Green Square is delighted to announce the sale of category management, shopper marketing and analytics consultancy Bridgethorne Limited to US VC backed Ceuta Healthcare Group.

Founded in 1997, Bridgethorne delivers its services via three core routes – consultancy, outsourcing and capability training for some of the world’s best known FMCG, retail and healthcare brands, including Tesco, Johnson & Johnson, Coles and McCormick. In joining Ceuta, Bridgethorne brings strong strategic insight to Ceuta’s expansive network field sales, marketing and logistics operations.

The Ceuta Healthcare Group is the leading international outsource partner within health and beauty brand building and field sales. Ceuta markets and distributes globally for client partners ranging from start-ups to large multinationals.

Green Square acted as advisors to Bridgethorne throughout the process.

John Nevens Bridgethorne commented:

Our historical experience of corporate advisors had not been altogether positive, so when we were approached by a potential acquirer we had to think long and hard about who we appointed. We had met Green Square a couple of years earlier and were impressed by their approach and the fact we had access to the main guys all the time. Our decision to appoint them proved to be an extremely positive one. A combination of their expertise and knowledge of marcomms deals ensured they added significant value to the outcome, both financially and in terms of the deal structure, enabling us to close our deal with all parties very happy.

Ceuta commented:

The addition of Bridgethorne to the Ceuta Group of Companies, enhances the added value services we offer to our clients. With over sixteen years’ experience in Category Management, Shopper Marketing and Account Management, supported by leading edge, tried and tested tools, and processes, Bridgethorne aim to help clients products and categories grow…a real ‘win-win.’

Tony Walford, Green Square Partner commented:

Bridgethorne’s deep insight into category management and shopper marketing will bring strong, relevant technical support and expertise to Ceuta’s field marketing teams enabling them to be better prepared and positioned to sell more. We very much enjoyed working on this transaction, not least being challenged to deliver a much higher level of service and skills than the Bridgethorne team had experienced elsewhere, something we are proud to have achieved to great effect.