The Sale of mortierbrigade to Onlyhumans

Mortierbrigade is one of Belgium’s last independent full-service agencies with creativity at its core. The Brussels-based company, founded in 2004, focuses on brand strategy, social strategy, influencer & PR management, multichannel campaigns and digital design.

To keep up with the growing demand for digital capabilities, while also thinking about succession, the partnership decided the time was right to enter a new chapter. The connection and trust that had been built up between mortierbrigade and PwC made us a natural choice to assist them in their search for a partner.

How we helped

Thanks to our solid network and extensive expertise, we were able to quickly test the water and appetite of several (inter)national buyer groups and reach top-level executives at a swift pace. By gaining insight into the current market sentiment, together with management we decided on the right story and buyer groups to approach. In order to fully convey the culture of mortierbrigade, a movie version of the sales memorandum was made. 

With the COVID-19 lockdown hitting us in full process, flexibility and agility in the entire team was key. This resulted in a mostly digital process, with some face time to build a personal connection between buyer and seller. 

The ability to build a local network alternative lies closest to the heart and culture of mortierbrigade, ending up with Onlyhumans as the final partner. 

We advised the client through an integrated approach, whereby PwC Corporate Finance led the process and the discussions with potential buyers, while the PwC Transactions Services team offered the client financial vendor assistance services.