Sett & Lucas Advises Gen3 Marketing on Strategic Investment from LaSalle Capital

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Sett & Lucas was the exclusive investment banking advisor to Gen3 Marketing

A Performance marketing business like Gen3 needed an industry focused investment bank that had a global footprint. Sett & Lucas was the perfect choice

Sett & Lucas is pleased to announce the completion of a strategic investment by Chicago based LaSalle Capital into Gen3 Marketing, headquartered in Blue Bell, PA. Sett & Lucas were the exclusive investment banking advisors representing Gen3 in this transaction.

Gen3 is a leading digital marketing agency that provides affiliate marketing services to customers (“advertisers”) by optimizing advertisers’ positioning of their products and services on third party websites (“publishers” or “affiliates”). Gen3’s Co-Chief Executive Officers, Mike Tabasso and Andy Cantos, will continue to lead the Company as it executes its growth plan to become the dominant agency in the affiliate marketing industry.

Andy Cantos stated, “Gen3 Marketing partnered with Sett & Lucas to marry our digital marketing expertise with a strategic partner to accelerate the next stage of growth of our business. Sett & Lucas’ understanding of the affiliate and digital marketing space, their relationships with private equity funds and their track record in creative deal structuring, helped us close this transaction with the right partner”. He continued to say “We are excited about what the partnership with LaSalle means for our customers and partners in the affiliate marketing industry, as it will enable us to further invest in our solutions for advertisers, publishers and affiliate networks.”

According to Steve Malin, the Managing Partner at the New York office of Sett & Lucas, ”Overall, publishers still generate the bulk of their revenue from advertising, but affiliate marketing is growing faster and approximately 15% of the digital media industry's revenue now comes from affiliate marketing”. He also believes there is going to be a lot of investment activity in the Affiliate Marketing space over the next few quarters.

Co-founder Mike Tabasso stated, “A performance marketing business like Gen3 needed an industry focused investment bank that had a global footprint. Sett & Lucas was the perfect choice and they did a fabulous job of running the process”, he also added that the team at Gen3 was are very excited to partner with LaSalle Capital in the next stage of growth of the business. Nick Christopher, Partner at LaSalle Capital, commented, “Mike and Andy have built a reputation as leaders in the affiliate marketing industry. We look forward to working with the team at Gen3 to continue growing the Company and providing industry leading customer service.”

“Our research team estimates, US Affiliate Marketing spends for 2018 in the $6 to $7Bn range and we believe retail will account for almost 17.5% of that spend. Also, search marketing is trending towards over 50% of total digital spend, this is going to be interesting times for a very fragmented industry. Consolidation is bound to happen and we clearly see firms like Gen3 leading the marketplace coalition”, says deal lead and Sr. Vice President at Sett & Lucas, Prabhu Antony.

Media, PA headquartered Gibson and Perkins were the legal advisors representing Gen3 in this transaction.

About Gen3 Marketing
Gen3 Marketing is a Philadelphia-based, award-winning, industry-leading, full-service marketing agency, specializing in all aspects of digital marketing with a focus on Affiliate Marketing. As a six-time CJYou Agency of the Year Award winner, Gen3 Marketing has been repeatedly recognized for achievement in these areas. Gen3 successfully manages Affiliate Marketing, SEO, PPC, and digital advertising programs for several clients, including nineteen Internet Retailer 500 brands and several multi-billion dollar financial service institutions.

About Sett & Lucas
Sett & Lucas (S&L) is a global independent financial institution that provides impartial advice, ideas, strategy and execution services, by leveraging global presence, domain knowledge in specific industry verticals and a clear goal to deliver value to clients. Over 120 associates working out of seven countries deliver value, by unlocking value (through investment banking and transaction advisory services), creating value (through the fund management business) and protecting value (through the regulatory compliance service- Zurik). S&L is a leader in Mergers & Acquisition and capital raise services to the Digital Marketing industry.

About LaSalle Capital
LaSalle Capital is a leading private equity firm with extensive experience in the lower middle market. They currently manage two funds totaling over $345 million in capital. LaSalle has a proven track record of partnering with management teams to increase value in companies by providing strategic operating focus and driving growth organically and through acquisitions. They have domain expertise and investment focus in two industry sectors: food and beverage and technology-enabled business services.

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