Photon Group sells C4, Be Interactive, Returnity and MessageNet to Salmat

Tim Burrowes

December 22, 2010 8:44

Debt-laden Photon Group has sold five companies, the marketing group announced today.

The company has sold Be Interactive, C4, Returnity and MessageNet to Salmat for $75.3m.

It has also handed its British agency Sledge to its principals, who have taken on its liabilities.

The deal means that the Photon has reduced its debts to $122m.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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5 COMMENTS

ian 23 Dec 10

Photons head office in The Rocks contained most of these companies or what was left of them after consolidation. Perhaps Kalaidoscope is next to be sold off..

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Logic 23 Dec 10

great result for photon – seriously good multiple for agency/services from the looks of things.

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Stringer B 24 Dec 10

Agree with ‘Logic’. Excellent outcome for Photon. Bought on six times multiple, sold for nine. Well played given Photon would be perceived as a “distressed” vendor.

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Anonymous 26 Dec 10

Hmmm…

– pretty sure C4 Didn’t live in the rocks
– Be has always lived at the rocks (during it’s time with photon)
– returnity has been in the rocks for atleast 4 years, when the champagne was still popping
– pretty sure messagenet never made it to the rocks?

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macsmutterings 6 Jan 11

i might get them to sell my house for me….

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