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Latham & Watkins Advises MEDIA Central Group and Bregal in Combination With ShopFully

May 31, 2023
The transaction will create a leading drive-to-store marketing platform in Europe and beyond.

Latham has advised The MEDIA Central Group (MEDIA Central), a leading provider of 360° data-based drive-to-store marketing solutions, and Bregal Unternehmerkapital funds, partner of Media Central Group since 2019, on MEDIA Central’s combination with ShopFully, a leading European drive-to-store marketing tech platform offering a digital reach of more than 70 million shoppers for major retailers and brands.

The combined entity now stands as one of the leading and largest drive-to-store marketing platforms in Europe and beyond, becoming a preferred partner for brands, retailers, and publishers, as well as large technology platforms in the transformation of retail marketing.

The Latham team was led by Milan corporate partners Stefano Sciolla and Giovanni Sandicchi, with associates Luca Maranetto and Matteo Gellera. Advice was also provided on finance matters by Milan associate Erika Brini Raimondi; and on regulatory matters by Milan partner Cesare Milani, with associate Edoardo Cassinelli.