Law firm Stephenson Harwood LLP has advised UK investor BGF, and other institutional investors, on their partial exit from LoopMe, a brand-focused mobile advertising platform.

Mayfair Equity Partners invested US$120 million for a majority stake in LoopMe, and the investment will enable LoopMe to continue its international expansion, as well as introduce more new products to the market. The deal will provide a successful realisation for BGF, which led a US$17 million investment into LoopMe in 2018 alongside Open Ocean, HV Capital and Impulse Ventures. As part of the deal, BGF will re-invest alongside Mayfair.

Founded in 2012, LoopMe’s services are available across mobile, connected TV (CTV), digital audio, digital out-of-home and other emerging digital advertising channels. Its clients include brands, major holding companies and publishers such as dentsu, Publicis, WPP, Omnicom, Pepsi, Microsoft, Sony Pictures, Hyundai/Kia and WarnerMedia.

The transaction is expected to close in February 2022.

The Stephenson Harwood team comprised private equity partner Malcolm MacDougall and senior associate Nicola Baird.