Press release 8.12.2021 Stockholm/Espoo
On 7.12.2021, the TAPAUS Group acquired Nine Yards, an event marketing agency from Gothenburg that will merge with TAPAUS’s Swedish subsidiary, Eventyr Ltd. Together, Eventyr and Nine Yards will become the largest event marketing agency in Sweden.
Winner of numerous Årets Byrå awards, Nine Yards is one of Sweden’s leading agencies, with offices in Gothenburg and Stockholm. Nine Yards, which employs 30 people, has a turnover of 8.78 million EUR, with a client roster that includes leading companies like VW Group, Carlsberg and Volvo. The merger of Nine Yards and Eventyr will significantly strengthen and enhance the TAPAUS Group’s offering in Sweden.
“I’m thrilled to say that we are merging with one of the best agencies in Sweden. This merger will strengthen our offering, especially in the B2B and B2C segments, where we currently see growing demand. It’s also an important strategic step in our expansion into the rest of the Nordics, where we see the most potential for growth,” says Eventyr CEO, Sofi Franzén.
“I see great potential in merging of Eventyr and Nine Yards, especially for our clients. Eventyr has long been one of our biggest competitors and a company that we always compared ourselves to. Now we will compliment and strengthen each other as we raise the bar in the industry in Sweden, both creatively and strategically. I see this as a positive and natural step forward and I look forward to growing and developing with Eventyr,” says Rasmus Jakobson, Nine Yards’s CEO and founder.
“Our corporate cultures are a great fit, since we both truly value our employees and want to be the most desired workplace in the industry. Creating strong experiences is going to become an increasingly important part of marketing in the future, and combining our skills and expertise will allow us to sharpen our offering even further. I see an exciting road ahead,” says Fredrik Göransson, Nine Yards’s senior partner and founder.
The TAPAUS Group’s parent company, Experimental Marketing Invest Ltd., acquired 100% of shares in Nine Yards on December 7, 2021, when all five Nine Yards shareholders became group employees. Sofi Franzén will continue in her role as CEO in Sweden, where 68 employees will work in the Stockholm and Gothenburg offices. The TAPAUS Group also has offices in Helsinki, Tampere and Turku. Timo Aalto will continue as group CEO and the merger will not impact the company’s daily operations, employees or client projects in Finland.
Timo Aalto, CEO, Tapaus Ltd
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