MediaMonks merges with influencer agency IMA

Founded in 2010 by Emilie Tabor and Maddie Raedts, IMA has a network of 40,000 influencers, 85 employees and works with brands including Pernod Ricard and Under Armour. Anneke Schogt joined as chief executive in 2016.

S4 acquired IMA for €10m.

The merger will strengthen MediaMonks’ digital marketing expertise. It is the latest acquisition as S4 aims to build a “faster, better and cheaper” service using a single business model.

MediaMonks, also headquartered in Amsterdam, was the first company to be acquired by S4 Capital in 2018 after it was established by former WPP chief executive Martin Sorrell.

Sorrell, executive chairman, S4 Capital, said: “Influencer marketing is an important sub-set of the digital content marketing industry and is predicted to double in size over the next three years. Emilie, Maddie and Anneke are great examples of female entrepreneurs, who are building successful digital businesses. They will bring an added dimension to both MediaMonks and S4 Capital.”

Victor Knaap, chief executive, MediaMonks, said: “IMA has been at the forefront as this industry has started to come of age. We look forward to working with its entrepreneurial team in developing how powerful influencers can be as part of a digital marketing strategy. MediaMonks’ scale and digital creativity – enhanced by our global content studios for fashion, beauty and food – together with a worldwide network of specialised influencers from IMA, makes a powerful tool for any brand."

Pictured (left to right): Maddie Raedts, Emilie Tabor, Anneke Schogt