Moore Kingston Smith advises 23red on its sale to Capgemini

Moore Kingston Smith has advised the shareholders of 23red, a leading purpose-driven creative agency, on its sale to Capgemini, leading business and technology services company with global reach.

23red develops campaigns that change behaviour for the better through cutting-edge insight, expert strategic planning and award-winning creative ideas. Based in London, its team of experts deliver projects for clients, including the UK government, that focus on immediate actions to drive long-term change. The 23red team will join frog in the UK, part of Capgemini Invent.

Esther Carder, Paul Winterflood and George Hatswell provided corporate finance advice, and Melanie Reed and Thomas Acland provided tax advice to the shareholders of 23red throughout the sale process.

Jane Asscher, CEO and founding partner at 23red, commented: “We were excited to receive an approach from Capgemini and the strategic alignment between our businesses was evident from the very first conversation. We were grateful for the upfront advice we received from Esther and the support we received from the Moore Kingston Smith corporate finance and tax team throughout the due diligence and sale process that helped turn these initial conversations into reality.”