- The transaction, valued at a total of 12 million euros, reinforces MIO Group’s commitment to expanding its brand consulting services.
- Firma’s founding partners will remain involved in the company, ensuring the project’s continuity.
- The company will have a new office in Madrid within the MIO Group’s offices.
Madrid, March 4, 2025. MIO Group, the integrated talent ecosystem specializing in marketing strategy, digital asset creation, and media activation, which is listed on BME Growth, has completed the acquisition of 100% of Firma, the brand consulting firm specializing in brand consulting and asset creation.
The transaction, which began in 2022, is valued at a total of 12 million euros and represents a key step in MIO Group’s growth strategy, consolidating its position as an industry leader and strengthening its value proposition in the areas of strategy and brand building. For this transaction, MIO Group was supported by the Investment Banking team at EBN Banco, which structured a tailor-made corporate financing solution.
Growth and Continuity of the Management Team
In line with MIO Group’s commitment to excellence and business continuity, Firma’s founding partners—Marc Lite, Antón Pinyol, and Andrea Arrieta—will continue to be involved in the company’s day-to-day operations. Their continued involvement will ensure a smooth transition, allowing the company to maintain the essence, methodology, and strategic vision that have made Firma a leader in branding in Spain.
In addition, over the coming months, Firma will open an office in Madrid within the MIO Group’s premises, strengthening its integration with the group’s other teams and companies and bringing its branding expertise even closer to clients and strategic projects, in an environment that is key to brand and business development.
Another step toward the consolidation of MIO Group
With this integration, MIO Group reinforces its commitment to a business model based on specialization and complementary services, offering its clients a unique solution that covers the entire marketing and advertising value chain.
According to Yago Arbeloa, president of MIO Group, “The full acquisition of Firma allows us to continue driving our strategy of growth and consolidation in the sector. Firma has proven to be a key component of our structure, and its full integration strengthens our ability to offer more robust and strategic branding solutions to our clients.”
Since joining the MIO Group in 2022, Firma has experienced remarkable growth, with an 84% increase in its EBITDA, rising from 1.36 million to 2.51 million euros in 2023. Its client portfolio includes brands such as Banco Sabadell, Mahou, Crescenta, Flexicar, Grupo Planeta, PepsiCo, Cupra, Plátano Melón, Mobile World Capital, and Wallapop, among others.
Growth and Leadership in Branding
The firm has built its reputation as an expert branding consultancy, handling brand image development from start to finish: from research and conceptualization to visual identity, positioning, and brand activation. Its multidisciplinary team of nearly 60 professionals combines innovation, creativity, and strategic methodology to bring impactful brands to life.
With the full integration of Firma, MIO Group continues to grow with the goal of offering increasingly specialized and high-impact solutions in the field of branding and brand strategy.
