Acquisition Expands Capabilities with Digital Marketing Leader
January 18, 2022
Barrington Media Group, LLC (“Barrington”, “BMG” or the “Company”) announced today that it has completed the acquisition of Thesis Testing (“Thesis”), a leading provider of conversion rate optimization (CRO) digital marketing services. Founded in 2016 by Adam Lovallo, Thesis utilizes its proprietary technology platform to provide customized landing pages, continuous strategy development, creative services, and performance tracking, reporting and analysis. Thesis CEO Adam Lovallo and COO Jess Carey, as well as other key members of the management team, will join BMG to augment its digital marketing practice.
“BMG is excited to be joining forces with Adam and the team at Thesis,” said Peter Stavisky, Founder and Chief Executive Officer of Barrington. “We firmly believe Thesis’ innovative CRO platform and experienced team members will enhance our clients’ customer acquisition efforts and allow us to provide a more robust suite of services.”
Adam Lovallo, Founder and Chief Executive Officer of Thesis, commented, “This is an incredibly exciting time for Thesis and our expanding team. We are excited to combine the two companies’ complementary skillsets to better serve our customers and accelerate our growth with enhanced capabilities, resources, and capital.”
“Thesis is an ideal fit as a partner for Barrington as we continue to grow across media channels and look to expand our suite of services further into the customer acquisition funnel,” said Christina Pai, Partner at Fort Point Capital. “Thesis’ conversion rate optimization capabilities will complement Barrington’s existing AI-enabled search engine marketing efforts, in particular. We look forward to working closely with Thesis’ team to build upon their outstanding track record.”
Bell Bank and Brookside Capital Partners provided debt financing for the transaction. Kirkland & Ellis and CliftonLarsonAllen advised Barrington Media Group, while Garros Group was the strategic and financial advisor to Thesis in this transaction.
About Barrington Media Group
Barrington Media Group is a technology-enabled marketing services business that focuses on customer acquisition and growth marketing efforts across media channels, including television, audio, digital and direct mail media channels. The Company offers performance marketing services through both branded and generic models primarily to customers in the insurance, healthcare and consumer products and services verticals. To learn more, please visit barringtonmediagroup.com.
About Fort Point Capital
Based in Boston, Massachusetts, Fort Point Capital is a private equity firm that invests in lower middle market, business services companies in partnership with strong management teams. Fort Point Capital is currently investing from FPC Small Cap Fund II. To learn more, please visit fortpointcapital.com.