POP is a digital agency that transforms ideas into digital experiences for vibrant brands, including Nike, Microsoft, Target and The Home Depot, to name a few.

Over 16 years, POP organically developed into one of the largest independent digital marketing agencies, generating US $35 million of net revenue and growing by 30 percent to mark ten consecutive years of double-digit growth.

POP employed a staff or more than 200, with a significant creative production capacity in Costa Rica to scale the business.

As POP’s exclusive strategic M&A advisor, Madison Alley attracted seven qualified offers that led to its sale to media and publishing powerhouse Advance Publications, parent company of Condé Nast. Advance Publications provided global resources to support expansion, while enabling POP to continue operating privately and independently.

Madison Alley attracted seven qualified offers and sixteen interested buyers. The deal with Advance Publications offered the following benefits:

• A premium all-cash offer including a high upfront payment and reasonable earnout terms.
• The structure enabled POP to remain independent without risk of a merger that could affect its earnout.
• The transaction was completed before December 31, thereby avoiding the capital gains tax increase from 15% to 20%.
• Advance Publications is a private company, enabling POP to avoid the cost and distraction of Sarbanes-Oxley compliance.

Bill Predmore, CEO and Founder of POP, commented on the advisory role of Madison Alley:

“Madison Alley managed the process and effectively structured and negotiated the transaction. Their team provided deep industry expertise and critical strategic, financial and operational insights. We are thrilled by the outcome. I would certainly recommend Madison Alley to companies contemplating strategic opportunities in this sector.”

Bill Predmore, CEO and Founder of POP: “We are thrilled by the outcome. I would certainly recommend Madison Alley to companies contemplating strategic opportunities in this sector.”

Michael Seidler, CEO and Founder of Madison Alley, added:

“We are delighted to have helped POP literally achieve an ideal transaction. Advance Publications offers POP a home to grow privately and independently while leveraging Conde Nast and other major publications as global brand content platforms. Furthermore, considering the proceeds and tax savings, POP clearly realized premium value from this transaction.”

Working with Madison Alley, POP was able to generate lots of interest and finalize a deal that helped POP realize premium value, gain strategic relationships and remain independent.

The two companies combine a proven track record of long-term thinking and synergies in their desire to advance digital-first thinking.