March 3, 2014 Last Updated 2:05 pm

Majority stake taken in CPG marketing firm Catalina by Berkshire Partners

Press Release:

ST. PETERSBURG, Fla. – March 3, 2014 — Catalina, a leading provider of personalized digital media solutions for the CPG industry, announced today that Boston-based investment firm Berkshire Partners LLC has entered into a definitive agreement to acquire majority control of the company from Hellman & Friedman LLC. Hellman & Friedman remains a significant investor.

“We are attracted to Catalina’s unique ability to translate shopper data into personalized media at mass scale,” said Brad Bloom, a Managing Director at Berkshire Partners. “We look forward to working alongside Catalina’s leadership team to accelerate their capacity to serve the world’s leading CPG retailers and brands.”

Following Hellman & Friedman’s acquisition of the company in 2007, Catalina charted an ambitious growth plan, transforming from a grocery channel coupon company to an omni-channel digital media platform. Today, Catalina reaches 350 million global shoppers each month. The company expanded its digital network by forming strategic partnerships with leading retailers including Target and Walgreens; formed a joint venture with Nielsen to create BuyerGraphic media targeting for television and online advertising; and launched mobile and online promotion, as well as advertising solutions.

“We remain strong believers in Catalina’s vision, people and ability to drive innovations to capitalize on this incredible market opportunity,” said Philip Hammarskjold, Hellman & Friedman CEO. “The company is well-positioned as the leading personalized digital media platform for CPG, and we are excited to continue our partnership with Catalina for years to come.”

Catalina plans to continue expanding its team of 1,350 employees across the globe, including operations in St. Petersburg, Fla., Boston, Chicago, Paris, and Tokyo.

“We believe this transaction is an affirmation of Catalina’s growth outlook, strategy and leadership team,” said Jamie Egasti, Catalina CEO. “We’ll continue our investments in talent, technology and data science to drive innovations that will further enable our clients to engage and delight consumers.”

“We’ve enjoyed a successful partnership with Hellman & Friedman, and look forward to our next chapter of growth with Berkshire Partners,” added Egasti.

BofA Merrill Lynch and J.P. Morgan acted as financial advisors to Catalina. Simpson Thacher & Bartlett acted as legal counsel to Catalina. Ropes & Gray LLP acted as legal counsel to Berkshire Partners.

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