Social Chain owner Brave Bison has made a move to buy M+C Saatchi Performance (MCSP) from M+C Saatchi plc in a deal worth £50 million.
The marketing and technology company said the proposal, which is currently non-binding, would combine MCSP with its existing performance marketing division to create one of the largest independent digital media groups outside of the US.
Together, the two businesses would have a strong presence across the UK and Asia-Pacific, with very little overlap between their operations.
In 2024, the London-based MarTech’s media division, which is mostly made up of MCSP, reported £26.8m in net revenue, growing 8% on the previous year.
If the deal goes ahead, the subsidiary is expected to contribute at least £8m in adjusted EBITDA, which would increase Brave Bison’s overall figure by more than 80% to £17m.
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MCSP was founded in 2006 by James Hilton and is now led by CEO Kabeer Chaudhary.
It employs around 410 staff and runs operations across APAC, MENA, the US and UK, and works with major clients including Grab, Amazon, Canva, Gopuff and Meta.
The business has continued to grow and is on track to record its second consecutive year of revenue growth in 2025.
To fund the proposed acquisition, Brave Bison plans to raise up to £25m through a new bank facility, which already has lender support, alongside a share placing for new and existing investors.
It comes two months after the firm acquired London-based strategy and insights consultancy MTM in a deal worth £12m.
Since trading opened 40 minutes ago, the company’s share price has risen by 1% to 82p and it currently has a market cap of £83.86m.