KKR creates China digital marketing platform

The umbrella entity – known as Cue & Co – comprises: Qi-xin, a digital ad agency that focuses on services such as search engine and social media optimization; AnG, a digital marketing company specializing in big data analytics; Win, a brand management and public relations business; and Wina Tech, a wi-fi traffic operator that provides data collection and big data analytics services.

The idea is to offer a differentiated approach to marketing based on increased scale, greater technological resources, and integrated capabilities. While rising internet and mobile usage is pushing ad spending into formats with more interactive, visual, and data-driven content, China’s digital marketing industry is fragmented and said to be failing to keep pace with changing consumer habits.

Cue & Co. is led by Sky Shi, founder of AnG. The four companies will retain their individual brands but immediately begin collaborating. Their existing clients include consumer brands, financial institutions, online gaming companies, and internet service providers.

“We are excited to partner with a group of talented entrepreneurs and businesses with sound underlying technology to create a fully integrated and leading player in digital marketing that brings greater solutions to clients across the country during this exciting time for the industry," Paul Yang, head of Greater China at KKR, said in a statement.

This is the second China-based investment from the private equity firm’s third pan-Asian fund, which closed last year at $9.3 billion. The first also had a consumer technology theme, with KKR participating in a Series C round for Shenzhen Suishou Technology, which provides mobile apps that help people track spending, plan budgets, and manage credit card usage.

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• Topics
• Greater China
• Buyouts
• Media
• Technology
• Consumer
• China
• KKR
• TMT