Huge Announces Acquisition by AEA Investors and Strategic Combination with Hero Digital
Huge, a leading experience design and technology business, has been acquired by AEA Investors from Interpublic Group (IPG). The company will merge with Hero Digital, AEA's existing portfolio company, to create one of the largest independent experience transformation businesses globally.
Founded in 1999, Huge has developed digital products and experiences for major clients including Google, McDonalds, NBCU, Nike, and ExxonMobil. The combined entity will leverage both companies' service offerings, capabilities, and global reach to enhance client growth and define the future of intelligent experiences.
Lisa De Bonis, CEO of Huge, and Jay Dettling, CEO of Hero Digital, emphasized the strategic importance of this combination in meeting increasing demand for intelligent experiences. Jim Coleman from AEA will serve as Executive Chairman of the combined company.
Huge, un'azienda leader nel design dell'esperienza e nella tecnologia, è stata acquisita da AEA Investors dal gruppo Interpublic (IPG). L'azienda si fonderà con Hero Digital, l'attuale azienda del portafoglio di AEA, creando una delle più grandi aziende indipendenti di trasformazione dell'esperienza a livello globale.
Fondata nel 1999, Huge ha sviluppato prodotti e esperienze digitali per importanti clienti come Google, McDonald's, NBCU, Nike ed ExxonMobil. L'entità combinata sfrutterà le offerte di servizi, le capacità e la portata globale di entrambe le aziende per migliorare la crescita dei clienti e definire il futuro delle esperienze intelligenti.
Lisa De Bonis, CEO di Huge, e Jay Dettling, CEO di Hero Digital, hanno sottolineato l'importanza strategica di questa combinazione per soddisfare la crescente domanda di esperienze intelligenti. Jim Coleman di AEA sarà il Presidente Esecutivo della società combinata.
Huge, una empresa líder en diseño de experiencias y tecnología, ha sido adquirida por AEA Investors del grupo Interpublic (IPG). La compañía se fusionará con Hero Digital, la empresa existente en el portafolio de AEA, para crear una de las empresas de transformación de experiencias independientes más grandes a nivel mundial.
Fundada en 1999, Huge ha desarrollado productos y experiencias digitales para importantes clientes como Google, McDonald's, NBCU, Nike y ExxonMobil. La entidad combinada aprovechará las ofertas de servicios, las capacidades y el alcance global de ambas empresas para mejorar el crecimiento de los clientes y definir el futuro de las experiencias inteligentes.
Lisa De Bonis, CEO de Huge, y Jay Dettling, CEO de Hero Digital, enfatizaron la importancia estratégica de esta combinación para satisfacer la creciente demanda de experiencias inteligentes. Jim Coleman de AEA será el Presidente Ejecutivo de la compañía combinada.
휴지(Huge), 경험 디자인 및 기술 분야의 선두 기업이 AEA 인베스터스(Investors)에 의해 인터퍼블릭 그룹(Interpublic Group, IPG)으로부터 인수되었습니다. 이 회사는 AEA의 기존 포트폴리오 회사인 히어로 디지털(Hero Digital)와 합병해 세계에서 가장 큰 독립적인 경험 혁신 기업 중 하나를 창출할 것입니다.
1999년에 설립된 휴지는 Google, McDonald's, NBCU, Nike, ExxonMobil과 같은 주요 고객을 위해 디지털 제품 및 경험을 개발해 왔습니다. 결합된 기업은 두 회사의 서비스 제공, 역량 및 글로벌 도달 범위를 활용하여 고객 성장을 증진하고 지능형 경험의 미래를 정의할 것입니다.
휴지의 CEO인 리사 드 보니스(Lisa De Bonis)와 히어로 디지털의 CEO인 제이 데틀링(Jay Dettling)은 지능형 경험에 대한 증가하는 수요를 충족하는 데 있어 이 조합의 전략적 중요성을 강조했습니다. AEA의 짐 콜먼(Jim Coleman)은 결합된 회사의 이사회 의장직을 맡게 됩니다.
Huge, une entreprise leader en design d'expérience et en technologie, a été acquise par AEA Investors du groupe Interpublic (IPG). La société fusionnera avec Hero Digital, l'entreprise existante du portefeuille d'AEA, pour créer l'une des plus grandes entreprises indépendantes de transformation d'expérience au monde.
Fondée en 1999, Huge a développé des produits et des expériences numériques pour de grands clients tels que Google, McDonald's, NBCU, Nike et ExxonMobil. L'entité combinée tirera parti des offres de services, des capacités et de la portée mondiale des deux entreprises pour améliorer la croissance des clients et définir l'avenir des expériences intelligentes.
Lisa De Bonis, PDG de Huge, et Jay Dettling, PDG de Hero Digital, ont souligné l'importance stratégique de cette combinaison pour répondre à la demande croissante d'expériences intelligentes. Jim Coleman d'AEA sera le président exécutif de l'entreprise combinée.
Huge, ein führendes Unternehmen im Bereich Erlebnisdesign und Technologie, wurde von AEA Investors der Interpublic Group (IPG) erworben. Das Unternehmen wird sich mit Hero Digital, dem bestehenden Portfoliounternehmen von AEA, zusammenschließen, um eines der größten unabhängigen Unternehmen für die Transformation von Erlebnissen weltweit zu schaffen.
Gegründet im Jahr 1999, hat Huge digitale Produkte und Erlebnisse für bedeutende Kunden wie Google, McDonald's, NBCU, Nike und ExxonMobil entwickelt. Das kombinierte Unternehmen wird die Dienstleistungsangebote, Fähigkeiten und die globale Reichweite beider Unternehmen nutzen, um das Wachstum der Kunden zu fördern und die Zukunft intelligenter Erlebnisse zu definieren.
Lisa De Bonis, CEO von Huge, und Jay Dettling, CEO von Hero Digital, hoben die strategische Bedeutung dieser Kombination hervor, um der wachsenden Nachfrage nach intelligenten Erlebnissen gerecht zu werden. Jim Coleman von AEA wird als Executive Chairman des kombinierten Unternehmens fungieren.
- Creation of one of the largest independent experience transformation businesses globally
- Expanded global reach and broader industry exposure
- Enhanced service capabilities and offerings
- Access to combined portfolio of high-profile clients
- None.
Insights
The acquisition of Huge by AEA Investors and its combination with Hero Digital marks a significant strategic move in the digital transformation sector. The deal reduces IPG's exposure to digital agency business while potentially strengthening its balance sheet. For IPG shareholders, this divestiture could be viewed positively as it allows the company to streamline its portfolio and potentially reinvest in higher-growth areas or return capital to shareholders.
The merger creates one of the largest independent digital transformation entities, combining Huge's impressive client roster (including Google, McDonald's and Nike) with Hero Digital's capabilities. While financial terms weren't disclosed, the deal's strategic rationale appears sound given the increasing demand for intelligent digital experiences and the complementary capabilities of both firms.
This consolidation reflects the evolving digital transformation landscape where scale and comprehensive service offerings are becoming important for competitiveness. The combined entity will benefit from enhanced technological capabilities, broader industry exposure and an expanded global footprint. The merger particularly strengthens their position in data-driven and AI-powered experience design, which is increasingly critical as enterprises seek integrated digital solutions.
The timing is strategic, coinciding with growing enterprise demand for intelligent digital experiences that deliver measurable ROI. The combined expertise in experience design, marketing and commerce solutions positions them well against both traditional consulting firms and digital agencies.
Two innovative brands joining forces to create a leading independent digital transformation business
Founded in 1999, Huge has built an impressive legacy of creating compelling digital products and experiences for clients, such as Google, McDonalds, NBCU, Nike, ExxonMobil, and more. Through this strategic combination, Huge will unite with Hero Digital, a similarly customer-centric organization that is committed to delivering innovative, information-driven experience design solutions.
The combined company will leverage Huge and Hero Digital's differentiated service offerings, complementary capabilities, and expanded global reach to further define the future of intelligent experiences, all while delivering enhanced growth for clients.
"This partnership comes at a critical time in the industry, as demand for intelligent experiences that combine innovation with real, measurable impact is increasing," said Lisa De Bonis, CEO of Huge. "We are delighted to come together with Hero Digital, and we are confident that the marriage of our businesses – supported by AEA's expertise in helping innovative companies drive growth – will enable us to continue to transform how clients connect with their customers and aid them in designing human-directed experiences at scale."
"This strategic combination represents a transformative moment for Hero Digital, Huge, and our valued clients," said Jay Dettling, CEO of Hero Digital. "Together, we will leverage our collective creativity and talent to continue providing best-in-class experiences, marketing, and commerce solutions, supporting the growth of our customers and the combined business."
In addition to scale and an enhanced global footprint, bringing together Huge and Hero Digital will establish a combined company that is positioned to serve a broader range of industries and support clients with a wider spectrum of capabilities.
"Huge has an outstanding reputation for delivering digital experiences that drive significant long-term value for its clients, and we've been impressed by their strategic and creative strength and are excited about the leverage this brand will bring us in the market," said AEA Operating Partner Jim Coleman, who will serve as Executive Chairman of the combined company. "With broader industry exposure and an expanded spectrum of capabilities, together, Huge and Hero Digital will be an experience transformation powerhouse that is well positioned for accelerated growth in an increasingly data-driven and digitally led marketplace. We look forward to supporting the combined team as they seek to execute on the exciting opportunity in this space."
Philippe Krakowsky, CEO of IPG, added, "We're pleased for the team at Huge and look forward to seeing the next phase for this storied digital brand as the company continues its evolution under new ownership."
Houlihan Lokey and Morgan Stanley acted as financial advisors and Willkie Farr & Gallagher LLP provided legal representation to IPG and Huge.
About Huge
Huge is a design and innovation company. We create products and experiences that grow the world's most ambitious companies. We do this by designing experiences for people, not users, and uncovering new sources of growth by leveraging our creative talent, our proprietary platform LIVE and unlocking the advantages brought to us by emerging technologies. We believe all experiences should be intelligent and unique to every client.
About Hero Digital
Hero Digital is a leading independent customer experience company leveraging strategy, design, technology, marketing, and data, to solve the critical digital transformation needs of the Fortune 1000. Hero Digital creates new business growth by transforming the complete digital customer experience, enabling people and brands to prosper. Hero Digital's blended teams help companies like Comcast,
About AEA Investors
AEA Investors was founded in 1968 by the Rockefeller, Mellon, and
About IPG
Interpublic (NYSE: IPG) (www.interpublic.com) is a values-based, data-fueled, and creatively-driven provider of marketing solutions. Home to some of the world's best-known and most innovative communications specialists, IPG global brands include Acxiom, Craft, FCB, FutureBrand, Golin, Initiative, IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann, Mediahub, Momentum, MRM, MullenLowe Global, Octagon, R/GA, UM, Weber Shandwick and more. IPG is an S&P 500 company with total revenue of
Media Contacts
Huge:
De'Andra Roberts
droberts@hugeinc.com
Hero Digital:
Challin Baro
Challin.baro@herodigital.com
AEA Investors:
Kaitlin Bilby
(212) 845-4307
Media@aeainvestors.com
Joele Frank, Wilkinson Brimmer Katcher
Kate Thompson / Erik Carlson / Madeline Jones
(212) 355-4449
IPG:
Tom Cunningham
(212) 704-1326
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SOURCE Huge
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