Primelis investment from Sagard

Sagard, the French investment fund enters into exclusive negotiations to invest in the tech-enabled digital acquisition specialist

Sagard announced it has entered exclusive negotiations with Primelis’ management and Initiative & Finance to invest in Primelis, a leading “Martech” agency dedicated to optimizing its clients’ digital marketing performance with a holistic approach powered by its suite of tech tools. Cambon Partners acted as financial advisor to Sagard.

Founded in 2012 by Philippe El Khechen and Hillel Brodowicz, Primelis is a digital marketing specialist, which counts c.120 expert consultants and targets to achieve sales of 35m€ in 2024. Primelis differentiates itself through its 360° Managed Services offer: the group’s ROI-oriented approach aims at designing and implementing cutting-edge digital marketing strategies, by optimizing the combination of Organic performance and Paid acquisition levers, augmented by a suite of proprietary tech tools and data expertise.

Primelis’ growth is driven by the structural trend of increasing investments in digital media (due to digitalization of media channels, growing importance of social media, digitalization of consumer habits) and the increasing complexity of the digital ecosystem (multiplication of channels x platforms x formats, higher reliance on data in a context of increasing regulatory constraints, and the emergence of new AI-related usages) which brands need to master to reach their targeted customers. Additionally, the context of shortage in expertise drives the demand for marketing services from third-party specialized agencies.

Sagard’s investment alongside the founders and management team will allow Primelis to pursue its dynamic development in Europe and North America and further invest in its suite of technological tools, including its SaaS offer which is gaining traction with tech-savvy clients. Sagard will also support the management team in its selective M&A strategy to accelerate the group's development in new geographies and complement its capabilities and tech tools.