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    February 03, 2022

    Miroma Group acquires Miroma SET, making it one of the largest independent marketing groups in the UK

    The acquisition sees The Miroma Group incorporate Miroma SET under its umbrella to enhance its end-to-end marketing platform.

    Welcome Miroma SET

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    Global independent marketing services group, The Miroma Group has completed the acquisition of Miroma SET, the industry-leading sports, entertainment, and technology marketing company.

    The acquisition sees The Miroma Group incorporate Miroma SET under its umbrella to enhance its end-to-end marketing platform, creating an expected full year combined revenue base of more than $350m, with 600 employees across 14 markets globally, including London, Los Angeles, New York, Milan, Amsterdam, Madrid, Sydney and Singapore.

    Miroma SET provides clients with branding, marketing, advertising, creative design, digital product development, production and data analytics services in the sports, entertainment, and tech sector with clients including world-renowned brands like Live Nation, AEG, IMG, MasterClass, Simba, Apple TV+ and Comcast.

    “The Miroma Group has grown significantly since we began our diversification strategy five years ago. Today, we are able to support our clients across multiple geographies with an ever expanding US footprint through our blend of digitally centric solutions, working with businesses that share our appetite for transformative growth from Netflix to Amazon Audible, Spotify to Simba, eBay to Just Water.

    The completion of our acquisition and integration of Miroma SET into The Miroma Group is another important step in our ambitious growth plans.  I am extremely proud of the work we have done at Miroma SET to create an entertainment and tech powerhouse where customer engagement sits at the heart of the offering. Bringing it into The Miroma Group will enable us to better serve Miroma SET’s client with learnings and best practise from across all our operations,” said Marc Boyan, founder of The Miroma Group, Miroma Ventures and Miroma SET.

    Miroma SET’s impressive roster of investors who backed the company via a Seed Round completed in tandem with its launch in 2021, will now become shareholders in The Miroma Group, previously also a minority investor in Miroma SET. These include:

    Scott Belsky: Founder, Behance & Chief Product Officer, Adobe
    Michael Kassan: Founder & CEO, MediaLink
    Tom Hulme: Head of Europe, Google Ventures
    Ben Lerer:  CEO, Group Nine Media
    Justin Stefano: Founder, Refinery 29
    Nigel Wray: Entrepreneur
    Sir David Michels, former Global CEO of Hilton Group

    Miroma SET Chairman Lord Michael Grade will also join The Miroma Group advisory board.

    “The addition of Miroma SET’s investors as shareholders to the Group and Lord Grade to our advisory board is extremely exciting and will add further strategic and entrepreneurial expertise to the company and uniquely position us to drive client growth,” continued Marc Boyan.

    “During the height of the pandemic, Marc oversaw the digital transformation of Miroma SET, bringing to bear expertise garnered through the roll out of The Miroma Group.  Now the time is right for us to join The Miroma Group and work more closely with Marc and his team to achieve our broader growth ambitions,” added Lord Grade.

    This move is the latest step in The Miroma Group’s expansion, building businesses organically and through M&A to complement its existing offerings and continue its geographic expansion to better serve its client base on a global scale.  The Miroma Group continues to build towards industry leading positions across its core end-user markets so that the enlarged client base can benefit from capabilities that sit across digital innovation, media strategy and implementation, creative solutions and content production

    About Miroma SET 
    With offices in London and New York City, Miroma SET is a global audience engagement and amplification company with industry-leading expertise across all sectors of the worldwide sports, entertainment and tech arenas.

    Miroma SET’s curated collection of industry-leading companies includes, among others: Dewynters, a full service advertising agency for live entertainment; SpotCo, a global arts and entertainment marketing agency; Newman Displays, the UK’s leading large-scale outdoor signage and display company; SoldOut, a full service concert and entertainment agency; Buzz 16 Productions, a sports-centric content production company led by former Manchester United player and respected broadcaster Gary Neville, and Wake the Bear, a marketing communications agency built specifically to partner with businesses which are starting up, scaling up and shaking up

    About The Miroma Group
    The Miroma Group was designed to be different: an end-to-end marketing platform, digitally biased, delivering creative, media and content solutions to its clients powered by its proprietary commercial engine. Defined by its agility and challenger thinking, The Miroma Group works with businesses that share its appetite for transformative growth and are leading the way in technology and culture, from Netflix to Amazon, Spotify to Snapchat, Diageo to eBay.

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