PE-backed Gen3 acquires Optimus

Gen3 Marketing, a portfolio company of Longshore Capital Partners, has acquired UK-based Optimus Performance Marketing, an affiliate marketing agency.

Gen3 Marketing, a portfolio company of Longshore Capital Partners, has acquired UK-based Optimus Performance Marketing, an affiliate marketing agency. No financial terms were disclosed.

PRESS RELEASE

Longshore Capital Partners (“Longshore”) and its portfolio company, Gen3 Marketing (“Gen3”), are pleased to announce the acquisition of Optimus Performance Marketing (“Optimus”). Based in Plymouth, United Kingdom, Optimus is an industry-leading affiliate marketing agency with an unparalleled reputation for delivering cost-effective results for its clients.
Gen3’s Co-Chief Executive Officers, Mike Tabasso and Andy Cantos, will continue to lead the combined business and the Founders of Optimus Performance Marketing, Mark Russell and Bruce Clayton, will be joining the Gen3 team in an executive capacity, leading its expansion efforts in EMEA and APAC. “Mark and Bruce have spent the last fifteen years building a great business founded on expertly servicing clients across Europe and APAC. They have a reputation for delivering high quality, cost-effective results for their clients,” stated Mr. Tabasso. Mr. Cantos added,

“The Optimus team has done a great job building a leading performance marketing agency that partners with advertisers, publishers and networks across the globe. We look forward to joining forces to leverage the strengths of our collective organizations for the benefit of our clients that service global markets.”

Mr. Russell commented, “The acquisition is the start of a new chapter for Optimus. When we met with Gen3, it was obvious that we had a lot in common in terms of culture and servicing clients, so we are genuinely excited to be part of the group and look forward to building on this amazing opportunity.”

Nick Christopher, Partner at Longshore added, “The acquisition of Optimus facilitates a key geographic expansion for Gen3 and cements the Company as a leading global player in the affiliate marketing industry.”

About Longshore Capital Partners
Longshore Capital Partners is a middle-market private equity manager investing out of its inaugural $210 million fund. Longshore acquires control positions in services businesses in North America with $5 to $15 million of EBITDA. The firm has extensive experience partnering with founders and management teams in the lower middle-market and executes a systematic approach to creating shareholder value through a cooperative strategic plan.