Acquisition: The Smyle Group
Crowe have advised the directors of The Human Network, the parent company of independent events agency Identity, in the purchase of creative agency The Smyle Group.
The Smyle Group delivers live events, digital and physical experiences and content for brands. Its divisions include NJ Live (gaming), The Sports Presentation Company (fan engagement), Dreamlike State (on screen content), and Powered by Humans (employee engagement).
With a combined team of over 250 professionals and a presence in 8 countries across EMEA and United States, The Human Network offers unparalleled resources, creativity, expertise, and capabilities in event planning, production, and execution, catering to a diverse range of clients and industries and governments worldwide.
Crowe's role and team
Crowe provided financial due diligence and transaction support to a major acquisition in the events industry. Andy Kay was supported by Phoebe Turner and Nick Martin.
Client quote
"Andy, Phoebe and their team at Crowe, provided a first-class service to The Human Network, clearly setting out the risk areas for us, while offering practical and pragmatic solutions to issues as they presented themselves during the process. They have become an integral part of our M&A process, and we would not hesitate to engage again with Crowe going forward."
Mike Prior, Head of M&A, The Human Network
