The acquisition will enable clients to deliver more tailored and personalised content and advertising to their customers in real time and expands Havas Media Group UK’s regional footprint to Edinburgh adding to existing presence in London, Manchester and Leeds.

Addtive+’s suite of capabilities builds on the Group’s existing audience-first data solution, Converged, by using data to optimise creative messages as well as media channels, platforms and formats.

The Lewis Silkin team was led by Corporate partner, Paul Rajput, with support from Joe Lythgoe and Cristiana Barone.

Commenting on the deal, Lewis Silkin’s Paul Rajput said:

“It is always a pleasure working with Darren Todhunter and the rest of the Havas Group team. This acquisition enables them to develop the network’s ‘meaningful’ media proposition and we are excited to watch them go from strength to strength. It once again demonstrates Lewis Silkin’s expertise in advising clients in the advertising and marketing sector on M&A transactions, which is reflected in our Legal 500 tier 1 ranking.”

Commenting on the deal, Darren Todhunter, Havas Media UK’s CFO, said:

“Paul and Lewis Silkin’s M&A team have supported us on numerous acquisitions and have proved to be a valued and trusted partner once again for this acquisition. We can rely on them to get us to a successful completion of the transaction in an efficient way, but which at the same time ensures that Havas Group has all the legal protections and security it requires on complex M&A transactions. We will no doubt turn to them again for future acquisitions.”