AJinteractive limited has been acquired by digitalbox, the performance marketing business that’s backed by internet entrepreneurs Bill Dobbie and Martin Higginson. AJ interactive will be handing over control of PromoCodes.co.uk, LeadBooster.co.uk, ActiveYou.co.uk, and OnlinePaydayLoans.co.uk to digitalbox as part of the deal.
M Capital Investment Partners LLP-backed, digitalbox, will be restructured to include key AJinteractive employees. Owners of AJinteractive, the Attinger family, are to be significant shareholders in the enlarged digitalbox group, which will relocate its offices to Bath as part of the transaction.
Sam Higginson will be joined by Alex Attinger as digitalbox’s Joint CEO. The role of Non Exective chairman has gone to David Attinger. M Capital Investment Partners interests will be represented by Bill Dobbie and David Marks who will both adopt Non-Executive Director titles.
CEO of AJinteractive, Alex Attinger, believes M Capital’s investment will help to build the company’s web properties long term. “The deal greatly increases our expertise, and knowledge, as well as giving us access to additional resource for our continued growth," he said.
Digitalbox currently lists the likes of Visa, O2, Bupa, Groupon and Mini as clients and describes the AJinteractive buy as a way for it to position itself as one of the UK’s leading and fastest-growing performance marketing organisations.
New Non-Executive Director, Bill Dobbie, recognises performance marketing as being a fast-growing sector that he and his partners want to be involved in. He feels the investment in AJinteractive is proof of this ambition. “Backing the guys at digitalbox, which now includes the AJinteractive team, puts a marker in the sand as to our commitment to this business and this exciting new digital business sector,” he concluded.