GCA Altium is now part of Houlihan Lokey

Transaction Details

July 30, 2021
San Francisco, New York



Deal Type


Deal Team

Joshua Wepman, Saif Malik, Jon Brodzik, Ryan Tissot

GCA advises Allocadia on its acquisition by Brandmaker, a portfolio company of Rubicon Technology Partners

GCA acted as advisor to Allocadia, a leader in marketing planning, budgeting and performance management, who has signed an agreement to be acquired by BrandMaker, a leading innovator in marketing operations and Marketing Resource Management (MRM) software solutions.

Allocadia provides best-in-class money management capabilities for marketers and gives them the confidence to know where to invest their next dollar. Its award-winning marketing performance management platform enables marketers to plan strategically invest with purpose, measure the performance of their activities, and ultimately maximise marketing’s impact on the business.

BrandMaker delivers the visibility, control and agility that enterprise marketers require to optimise their marketing operations. BrandMaker tames the complexity of multinational marketing campaigns, budgets and team workflows, enabling companies to work across borders, cultures and silos for efficiency and value.

The combined company will more deeply address the needs of CMOs and marketing teams by enabling them to orchestrate and optimise all of marketing’s core resources and operational processes across strategy, campaigns, investments, work, content and brand. Ultimately, this end-to-end solution will empower marketing teams to connect strategy to outcomes and accelerate growth.

Mirko Holzer, CEO of BrandMaker, said: “We are incredibly excited to bring BrandMaker and Allocadia together to create the global category leader in Marketing Operations. Together we broaden our scope to offer B2B and B2C customers the solutions to run marketing with more agility while measuring and optimizing performance and improving their return on investment. The addition of Allocadia’s exceptional team and innovative budget, planning and performance management solution will bring a strong complement to BrandMaker, expanding our combined portfolio as well as our ability to support our global customer base.”

Kristine Steuart, CEO and Co-Founder of Allocadia, added: “With BrandMaker we knew we had found the right partner to capitalise on the tremendous market momentum and opportunity to transform the way CMOs and marketing teams work. We look forward to delivering even more value to customers, providing new and exciting career-defining experiences for our team and continuing to accelerate growth through innovation in the domain of marketing operations management.”

Related Transactions

All transactions