News & Views

Reply, the Italian technology and consulting group, has acquired UK digital agency Threepipe

by Matt Lacey
27th November 2019
Reply, the Italian technology and consulting group, has acquired UK digital agency Threepipe, post image

Reply, the Italian technology and consulting group, has acquired Threepipe, one of the UK’s top independent digital agencies.

Reply, listed on the Italian STAR market, is made up of specialist consulting and systems integration companies that include digital media, big data, cloud computing and the Internet of Things. The deal adds an award-winning performance marketing agency that runs acquisition and branding strategies for some of the best known and fastest growing UK and international brands to their existing business.

Threepipe is one of the most successful independent agencies in the U.K. (The Drum Magazine’s 9th Best Independent UK Agency in 2018.) Their team of 90 people provide services across paid media, analytics, social, search, display media, PR and creative channels and recently announced the launch of a team dedicated to helping brands improve their Amazon sales performance.

The Threepipe shareholders worked with growth and corporate finance advisory firm, Waypoint Partners, to enhance their understanding of international market dynamics in order to assess the most appropriate strategic partners to engage. 

We were able to leverage our intimate knowledge of the market, identifying the private equity, trade and hybrid investment firms that offered the best cultural and strategic fit as the business moves into it’s next phase of growth – unlocking new opportunities for clients and employees.

Threepipe will be able to tap into wider UK and international experience with complimentary expertise that includes CRM, artificial intelligence, augmented reality and blockchain.

Commenting on Threepipe’s acquisition, Matt Lacey, Director at Waypoint Partners, said:

“Threepipe’s reputation, scale, successful M&A track record and growth ambitions allowed us to approach the engagement with a blank piece of paper. With several routes available, we leveraged our strategically-led corporate finance expertise to assess the merits of each and engage only in the most suitable conversations. Ultimately, Threepipe’s profile leant itself to becoming a UK platform for an international business. This can be both an exciting and daunting prospect. One the one hand, it allows you to retain independence and agility, but as part of a larger international platform which can offer complementary expertise. On the other hand, there’s less certainty / familiarity – it’s untrodden ground that you’ve had limited time to test out. Ultimately, it falls down to trust, cultural fit and a truly shared vision so it’s key that both sides are able to spend enough time together to establish this. We think Reply’s entrepreneurial and innovative spirit make them a perfect fit for the Threepipe team.”

For further information about how Waypoint Partners can help you explore the various opportunities for value-creation and growth please contact Matt Lacey ( +44 (0) 203 968 6430.


About Threepipe

We’re an award-winning agency that always delivers, bringing together the collective power of smart thinking, relationships and data. We direct customers to your brand, and your brand to customers, through paid, earned, shared and owned channels. Clients include Panasonic, Sweaty Betty, The England Wales Cricket Board and Oracle.

About Reply

Reply [MTA, STAR: REY] specialises in the design and implementation of solutions based on new communication channels and digital media. Through its network of specialist companies, Reply supports some of Europe’s leading industrial groups in Telco & Media, Industry & Services, Banks & Insurance, and Public Administration to define and develop business models, suited to the new paradigms of Big Data, Cloud Computing, Digital Media and the Internet of Things. Reply services include: Consulting, System Integration and Digital Services.

About Waypoint Partners

Waypoint Partners is the leading growth and corporate finance firm, working globally with shareholders and their leadership teams in the creative, marketing and technology sectors to grow and realise value. Waypoint Partners has worked with over 200 businesses across the UK, Europe, U.S. and Asia. It has offices in London, Edinburgh and New York.

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