The Freeman Company (UK), Ltd., (Freeman) and SO Group announced today that Freeman, the premier provider of integrated marketing solutions for live engagements, has acquired the business and assets of SO Group, one of the leading event services firms based in the United Kingdom.
Freeman emerged as the successful bidder for the business and assets of SO Group in an accelerated sales process following administration.
Matt Ingram, Joint Administrator, Duff & Phelps, the leading global financial advisory and investment banking firm, confirmed Freeman as the successful bidder, stating: “From the outset of the administration process Freeman has demonstrated a real commitment to see the transaction concluded. I am delighted that it has been successful in its bid as it provides a positive result for over 350 employees and offers a much enhanced outcome from creditors than any other realistic proposition.”
The combined business will form the industry’s foremost experiential marketing solutions provider. As of today, the business and assets of SO Group, and its subsidiary 360 Creative Event Services, will be incorporated into the Freeman family of brands and the business will operate under the trade name “SO Group, a Freeman Company.”
“For eighty-six years, Freeman has focused its business on responding to the specific needs of each client,” said Joe Popolo, CEO of Freeman. “Our customers are increasingly looking for strategic partnerships that provide seamless service beyond North America, and this acquisition positions us to answer that call. We are extremely excited to bring these two businesses together.”
Like Freeman, SO Group has a history of innovative leadership driven by engaged and empowered employees. The acquisition will expand each business’ geographic scope, and more importantly, the breadth and depth of capabilities and expertise to deliver the most creative and strategically innovative face-to-face marketing engagement solutions.
“The two businesses share a similar culture, complementary services and a shared commitment to delivering exceptional customer experience,” said David Walley, CEO of SO Group. “We are excited about what this acquisition by Freeman means for customers in North America and the UK, and we look forward to a smooth integration that brings the best of both operations under one brand.”
Both companies chose to not disclose financial information related to this transaction.
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