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02 July 2024
Rockpool has exited its investment in the London-based creative agency, Smyle Group, to The Human Network, the parent company of Identity Global. Financial details of the transaction are undisclosed.
The Human Network has acquired Smyle Group in a move that is set to redefine the global events industry. The acquisition brings together the collective expertise and resources of Identity, Identity Sports, Smyle, NJ Live, Powered By Humans, Dreamlike State and The Sports Presentation Co, positioning The Human Network as an unparalleled partner for delivering extraordinary event experiences and content worldwide.
With a combined portfolio of over 50 years of industry experience, The Human Network boasts an unrivalled depth of knowledge and creativity in event concepts, planning, production, content creation and execution. By harnessing the diverse talents and perspectives of its expanded team, the group is poised to push the boundaries of innovation and set new benchmarks for excellence in the events industry.
Aligned to the deal, Smyle Group co-founder and Group Executive Director, Rick Stainton has decided to step down from his role at Smyle at the end of the year. Stainton will continue to showcase the wider UK events industry through The Power of Events and associated industry opportunities.
Rockpool’s exit was led by Tom Coey (Investment Director) and Will Beckett (Investment Manager).
“We congratulate everyone at Smyle Group and The Human Network on this milestone for both businesses. We are privileged to have been part of Smyle’s growth journey since 2018, including the acquisitions of Powered By Humans, NJ Live and The Sports Presentation Co during our investment period, and look forward to seeing the business continue to flourish in partnership with The Human Network.”
Tom Coey, Investment Director at Rockpool
“The expansion of The Human Network marks a significant milestone in our journey to create a future where event experiences are elevated to new heights. We share a connected passion to drive human experience through everything we do. By uniting our strengths, we have created a formidable force that will enable us to deliver unparalleled service, creativity, and value to our clients, while creating a diverse, inclusive and equitable environment where our employees can thrive.”
Michael Gietzen, Chief Executive Officer of The Human Network and Identity Global
“As we embark on our new journey as part of The Human Network, we remain focused on our mission to push the boundaries of creativity to deliver truly extraordinary experiences on a global scale. With our expanded footprint, combined resources and fuelled by our passion for human-centric solutions, we’re poised to revolutionise the events industry.”
Dominic Thomas-Smith, Managing Director of Smyle Group
As a group, the combination of the Smyle Group and The Human Network has conceived and delivered multiple high-profile events for its corporate and government client base, including COP28 UAE, The Coronation of King Charles III and Queen Camilla, Samsung’s House of Surprises, Spotify’s Wrapped Live, Meta at World Economic Forum, WWF State of the Planet Address, The London New Year’s Eve Fireworks as well as many forward thinking activations for brands including Adobe, Amazon, BT Group, Lloyds, Salesforce and The Royal Navy.
The Human Network’s acquisition of Smyle Group represents Rockpool’s fifth successful exit in the past seven months, including the sale of TrustedHousesitters to Mayfair Equity Partners, the sale of Mecsia to Synova and the sale of Alchemist to Horizon Capital.
Rockpool was advised by Stephenson Harwood LLP (Legals).
The Human Network was advised by Socium Advisors (M&A), Thursfields (Legals), Crowe (Financial and Tax DD) and Rosetta Tax (Tax).
Smyle management were advised by Wedlake Bell (Legals) and Claritas (Tax).
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