Isentia buys content marketing agency King Content in $48m deal
Media monitoring company Isentia has acquired content marketing agency King Content.
Isentia, which was known as Media Monitors until it rebranded in 2013, finalised the deal to buy the five-year-old agency last night. The acquisition is the first major Australian deal to be done in the fast growing content marketing space.
If King Content hits its earnout targets over the next five years, the deal will be worth $48m to its owners, including founder Craig Hodges.
Isentia CEO John Croll told Mumbrella: “For quite some time now, Isentia has been looking at how we can work across owned, earned and paid media. Our clients are already getting a lot of information from us in this space, but they are also asking us to help with their strategy.
Good on them.
That’s how to build a business and have an exit strategy… Go on you Guys
Congratulations to John C, Craig H and teams. This is a fantastic result for everyone in the Australian content marketing industry. Good luck with turning this into a genuine global content marketing powerhouse.
Great result for the King Content team.
Congratulations Craig for having the foresight and making this idea work.
Well done!!!
Amazing result, and as David wrote today, an excellent temperature check on how valuable content marketing is to brands. Well done Craig & team.