UDG is a newly formed agency group for digital marketing services and communication. Headquartered in Hamburg, the company is a leading independent agency group in Germany consisting of formerly 11 operatively independent digital agencies that are specialized in their sector.
UDG covers the majority of the value chain in digital marketing services, including online marketing strategy and services, creation and design, as well as technology.
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Market trends and drivers
The key market for UDG is advertising and in particular online advertising and marketing. UDG's underlying mid- to long-term market development is expected to remain positive and advertisers are expected to continue shifting their marketing budgets from offline to online marketing channels.
The investment rationale for investing in UDG was the opportunity to participate in a strongly growing market and to create a market leader in the highly fragmented German digital marketing services space by merging a number of companies. The merged company will be able to pursue large accounts due to increased service breadth and increase in counterparty credibility.