- The transaction is valued at 1.73 million euros and is in line with MIO Group’s expansion and growth plan
- The group is adding 10.17% to the 64.88% stake it already held in this consulting firm specializing in consulting and brand asset creation
Madrid, June 18, 2024. MIO Group, the integrated talent ecosystem specializing in marketing strategy, digital asset creation, and media activation, which is listed on BME Growth, has increased its stake in Firma—the brand consulting firm specializing in brand consulting and asset creation— to 75%.
This transaction, valued at 1.73 million euros and to be funded with the company’s own capital, is in line with MIO Group’s expansion and growth plan and its goal of rounding out its service offering to cover the entire value chain of the marketing and advertising sector. It also strengthens its position as the leading branding agency in Spain.
MIO Group already held 64.88% of Firma’s shares, after announcing the acquisition of 51% in June 2022 and the remaining 13.85% in August 2023. This transaction now represents the addition of an additional 10.17% of the consulting firm’s equity.
Brand Identity Development from Start to Finish
Specifically, Firma is a consulting firm that specializes in developing brand imagery from start to finish—from research and the creation of a name and identity to their expression through content and activations—enabling brands to come to life and gain visibility.
To this end, it brings together a team of nearly 60 people with diverse backgrounds who share the passion and teamwork philosophy necessary to combine innovative and creative processes with a solid methodology. The synergies generated since its acquisition by MIO Group have enabled Firma to increase its EBITDA by 84% since joining the group, rising from 1.36 million to 2.51 million in 2023.
Firma’s client portfolio includes companies such as HP, PepsiCo, Unilever, SEAT, Volkswagen, Wallapop, Typeform, Ironhack, Renfe, Sabadell, Torres, Roca, and Planeta, among others.
This operation comes on top of the one recently announced in Portugal
This acquisition follows the purchase of a 75% stake in the Portuguese agency Superoi, which was announced to the market just a week ago; a purchase that also expands MIO Group’s presence in Portugal and strengthens the portfolio of services it offers its clients in the Iberian Peninsula, while also establishing Portugal as the hub for its international expansion in Europe and Latin America.
According to Yago Arbeloa, president of MIO Group, “this transaction was carried out in accordance with the acquisition plan previously agreed upon by the partners. It is also important for the group in terms of tax consolidation and strengthens the company’s presence in Barcelona and in the North American market—which is so important for our international expansion—thanks to its office in Miami, which complements our position in Mexico.”
