Global Investment firm Carlyle today announces that it has agreed to acquire a majority stake in Incubeta, an internationally-recognised, leading agency, and one of a select few globally certified Google Marketing Platform (GMP) partners. Terms of the transaction, which is subject to customary regulatory approvals, were not disclosed.

The acquisition comes on the heels of Incubeta’s recent big win at the Global Performance Marketing Awards, where the team took home the trophy for Best Performance Marketing Agency. Judges’ comments commended the “powerhouse” agency of over 800 employees for “supporting employees across all factors, driving business growth and maintaining client relationships.”   

The Carlyle Europe Technology Partners (“CETP”) platform will support Incubeta in accelerating its international growth plan through the development of its existing suite of services and acquisitions, as well as investing in the company’s commercial operations and proprietary technology. CETP has extensive experience in scaling technology and marketing services businesses through its partnerships with leaders in their respective markets, including companies such as DEPT, Work & Co, The Mill, and HSO.

Lars Lehne, CEO of Incubeta, said:

“We are very proud of the significant growth that Incubeta has achieved, having completed five acquisitions over the past two years and becoming a key partner in the Google ecosystem. We strongly believe Carlyle is the perfect partner as we take the next step in our growth journey, given its global presence, deep understanding of our sector, and extensive experience in scaling technology and marketing services businesses.”

Andrew Tan, Director in the CETP investment advisory team, said:

“Incubeta has all the hallmarks we look for in our investments – exposure to a market benefiting from strong tailwinds, partnership with an experienced and driven management team, and multiple levers for growth, including international expansion and service line extension. We look forward to partnering with Incubeta’s management team under the leadership of CEO Lars Lehne to help accelerate the next phase of the company’s growth as it seeks to become the leading global partner of choice in the fast-growing GMP ecosystem.”