NEWS26 April 2023

Big Village insights and agency sold to Bright Mountain

M&A News North America

US – Digital media technology and publishing firm Bright Mountain Media has acquired research agency Big Village’s insights and agency divisions for approximately $20m after Big Village filed for bankruptcy in February.

Big fish eating small fish

The agreement was an all-cash transaction funded by a senior secured credit facility, with the assets expected to add around $50m of annual revenue, according to Bright Mountain.

Bright Mountain said that combining Big Village’s insights and creative and media divisions with Bright Mountain Media’s existing publishing and advertising technology would increase the number of advertising, marketing and media services it provided.

In February 2023, Big Village had announced it had sold its agency, insights and managed services platform of its EMX business line, with the agency and insights going to Refuel Agency and a second agreement to sell the managed services business of EMX to a publicly traded strategic buyer.

Both of the sales were effectuated through a coordinated chapter 11 bankruptcy process filed in Delaware and supported by Big Village’s senior secured lending group.

Big Village is a global advertising, technology and data company headquartered in New York and with 12 offices across North America, Europe and Australia. It runs the Cassandra Millennial, Gen Z and Gen Alpha insights and cultural strategy group.

Matt Drinkwater, chief executive at Bright Mountain, said: “Big Village’s insights division has built a strong reputation for marrying traditional research methodologies and behavioural data with modern analytics that get to the heart of the consumer.

“This acquisition provides true data-driven insights that align with our long-term growth strategy and underscores our commitment to delivering exceptional quality and value to our customers.”

Drinkwater continued: “We look forward to integrating the diverse talent and innovative thinking of both business units to drive growth, innovation and success for our entire set of collective clients.”