#United States #Los Angeles #Truelink Capital #GES #2Heads

Truelink Capital Enhances Experiential Offerings through GES Acquisition of 2Heads

Truelink Capital, a private equity firm based in Los Angeles, has recently made headlines with its latest move. The firm announced that its portfolio company, GES, has successfully acquired 2Heads, a creative agency hailing from London, which specializes in designing immersive brand experiences across North America and Europe. This acquisition not only marks a significant step for Truelink but also enhances GES's position as a leading global provider of experiential marketing services.

2Heads, established in London with additional offices in Los Angeles and Montreal, boasts a strong client base that includes leading technology, financial services, and consumer brands. Their focus on innovation-driven design projects aligns perfectly with GES's mission to deliver exceptional experiential solutions to its clients. With this acquisition, 2Heads will join GES's global experiential agency, Spiro®, allowing for an expansion of creative services and an increased digital presence particularly within the UK and European markets.

According to Luke Myers, Co-Founder and Managing Partner at Truelink Capital, the firm's investment strategy hinges on collaborating with companies that are at the forefront of industry innovation. With this latest acquisition, Truelink aims to bolster its ability to deliver cohesive and data-driven experiential solutions for brands worldwide. He states, "The GES acquisition of 2Heads builds on that strategy, enhancing our ability to deliver integrated, data-driven, and creative experiential solutions on a global scale."

Derek Linde, the CEO of GES, expressed excitement over the acquisition, noting that it underscores the company's dedication to enhancing its global reach through Spiro. By integrating the creative talents of 2Heads with Spiro's existing capabilities, GES aspires to foster a more interconnected ecosystem dedicated to driving growth for its clients. Linde emphasizes, "By combining 2Heads' creative excellence with Spiro's strategic creative reach, we're creating a more comprehensive and connected ecosystem."

Moreover, Jeff Stelmach, the Global President of Spiro, highlighted the shared vision of both agencies, underscoring their mutual belief in the power of creativity to forge strong connections between brands and their audiences. This merger aims to broaden their global presence while maintaining the unique identities and values that each agency represents. Stelmach stated, "Together, we'll build on that shared vision by exploring new ways to deliver impactful, strategic creative experiences."

Paul Godwin, the Managing Director of 2Heads, reflected on the agency’s legacy of over four decades in enhancing brand experiences through creativity and innovation. Joining forces with Spiro will enable 2Heads to amplify its reach and service offerings while staying true to its founding principles of craft and partnership.

This acquisition is particularly noteworthy as it marks GES's first add-on acquisition under Truelink Capital's ownership, setting the stage for future growth in the experiential marketing sector. The move strengthens Truelink's portfolio, positioning it as a formidable player capable of delivering remarkable brand experiences that engage consumers and drive business success.

About Truelink Capital

Truelink Capital is a private equity firm specializing in mid-market investments, primarily in the industrial and technology sectors. With a focus on long-term partnerships and operational excellence, Truelink aims to foster growth and strategic improvements in its portfolio companies. Their approach emphasizes collaboration with management teams to execute transformative initiatives and acquisitions to unlock value.

About GES

GES is among the leading global providers of exhibition and experiential marketing services, offering a rich mix of capabilities through its various subsidiaries, including Spiro, GES Exhibitions, and OnPeak. They strive to create extraordinary experiences that resonate with audiences and fulfill clients’ objectives.

About Spiro

Spiro is a creatively driven global experiential agency that focuses on connecting brands with their audiences through innovative experiences. Their strategy harnesses data-driven insights to enhance brand engagement while ensuring emotional connections with consumers.

About 2Heads

2Heads is an acclaimed experiential agency recognized for its ability to craft unforgettable brand interactions. Their projects range from lavish launch events to cutting-edge tech activations, driven by a commitment to creativity and innovation.

In summary, the strategic acquisition positions GES for considerable advancements in the experiential marketing landscape, while aligning with Truelink Capital’s broader vision of cultivating enduring partnerships and innovative solutions for their clients.