Liyang Ye

Yefira advised XPO Brands in their sale to Mountaingate Capital-backed The Mars Agency. That transaction was based on enterprise value and involved the payment of an upfront cash component as well as Units in the Delaware-based holding company. In mid-2024, The Mars Agency along with all its portfolio companies, including XPO Brands were rebranded into Mars United Commerce, which was subsequently acquired by Publicis Groupe. This transaction is valued at greater than US$600 million. This follows Publicis Groupe's acquisition of Epsilon and Profitero in this space and provides end-to-end commerce solutions for their clients. In the process, Yefira has established a strong relationship with Mountaingate Capital, which has a diverse range of investments in the consumer space, healthcare, manufacturing, distribution, and business service sectors. No doubt, our US members may have their own strong relationship with Mountaingate Capital, but if we can be of any assistance in developing a relationship with Mountaingate Capital or any of their portfolio companies, we would be happy to assist.

Yefira has successfully advised the sale of two liftboats by Hudson Structured Capital Management to JUB Pacific Pte Ltd. The transaction is a part to fulfill JUB's long-term strategic intention to focus on the renewables windfarm space and aim to create the leading liftboat platform in the Asia region.

Yefira Group is pleased to announce the successful acquisition of Australian Public Affairs Limited Partnership (https://www.hadvisorsapa.au/) by Havas SA (https://www.havas.com/). Founded in 1996, Australian Public Affairs is a public affairs agency operating nationally across regulated sectors including health, aged care, legal, nuclear, defence and space, schools and education, energy and resources, professional services, transport and infrastructure, property and construction, and technology and innovation. APA will become part of the H/Advisors business within Havas which is H/Advisors APA.

The Yefira team was appointed by Ebiquity plc (LSE:EBQ) in its divestment of a MarTech and CX digital consulting subsidiary, representing and acting on behalf of the company as the sole advisor throughout the transaction process. Ebiquity is a UK-listed marketing and media consultancy company that provides independent and data-driven insights to help brands optimize their marketing and advertising investments. The company offers a range of services, including media auditing, marketing effectiveness, and digital analytics. Ebiquity works with global brands across various industries, including automotive, finance, FMCG, healthcare, and technology, with the mission to help clients maximize their return on investment by providing transparency, accountability, and actionable recommendations based on data and analytics. The decision was made in alignment with the overall group strategy to optimize the service offerings.