April 9, 2021 | Deals

GCA Altium advises NENT Group on the sale of Splay One to Caybon

GCA Altium acted as exclusive financial advisor to Nordic Entertainment Group (NENT Group) on the sale of its subsidiary Splay One, the leading Nordic agency for branded entertainment, to Caybon, a leading branded content agency with a large global footprint.

NENT Group is a large listed media group with a market capitalisation of approximately EUR 3bn, producing a wide range of critically acclaimed content, as well as operating multiple streaming services and TV channels in the Nordics. Their subsidiary, Splay One, is the leading Nordic agency for branded entertainment and influencer marketing, creating entertaining content that consumers want to watch, not skip. Splay One also operates the region’s largest multi-channel network with over 250 million video views per month. The company has four offices and is headquartered in Stockholm, Sweden.

Caybon, formerly known as Mediaplanet, produces and distributes digital marketing campaigns for a global client base. With 500 employees across 14 offices in North America and Europe, the group has become one of the leading players in the industry.

The acquisition of Splay One further strengthens Caybon’s business offering, not least because Splay One specialises in both production and distribution on digital platforms such as YouTube and Instagram. The company also has an impressive reach among younger target groups and has a strong customer list in the consumer sector.

“This is an extremely important strategic deal for us. Today, customers are increasingly demanding moving images and other methods for reaching younger target groups. Through the acquisition, we can respond to those requests. The icing on the cake is that we also get access to Splay One’s customer list, which contains many large and important consumer brands – historically a customer segment where we have been weak,” said Richard Båge, CEO & Founder of Caybon.

“Our opportunities will increase in a group that is completely focused on producing and distributing commercial messages. However, what I am personally most looking forward to is the collaboration within the group and being able to offer customers a more comprehensive digital solution,” said Henrik Asmussen, CEO of Splay One.

The deal further strengthens Caybon’s position as a leading digital media house for branded content campaigns. The plans for the takeover are still being finalised, but Caybon intends to keep Splay One as its own company with a separate CEO and management team.

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