Founded in 2004 and headquartered in London, United Kingdom, Incubeta says that it has experienced significant growth over the past two decades, evolving into a team of more than 800 people across 22 locations worldwide.

Developed by Google, GMP is an integrated advertising technology platform that enables customers to create and manage high-impact digital marketing campaigns using data analytics and advanced measurement.

Backed by experience in helping brands grow their digital presence across multiple sectors, Incubeta has capitalised on its expertise, partnering with a base of international brands, including:
  • Hyundai
  • Heineken
  • M&S, and
  • L'Oréal.

Incubeta offers a full range of services across creative, technology, media, e-commerce and data — specialising in GMP consulting and measurement capabilities.

The company's proprietary technology also offers its clients a fully integrated ad-tech platform within an increasingly data-driven marketing landscape, which focuses on clients owning their media and serving customers in a privacy-compliant manner.

The Carlyle Europe Technology Partners (CETP) platform will support Incubeta in accelerating its international growth plan through the development of its existing suite of services and acquisitions, as well as investing in the company's commercial operations and proprietary technology.

CETP has extensive experience scaling technology and marketing services businesses through its partnerships with leaders in its respective markets, including companies such as:
  • DEPT
  • Work & Co
  • The Mill, and
  • HSO.

Lars Lehne, CEO of Incubeta, says, "We are very proud of the significant growth that Incubeta has achieved, having completed five acquisitions over the past two years and becoming a key partner in the Google ecosystem. We strongly believe Carlyle is the perfect partner as we take the next step in our growth journey, given its global presence, deep understanding of our sector and extensive experience in scaling technology and marketing services businesses."

Andrew Tan, director in the CETP investment advisory team, adds, "Incubeta has all the hallmarks we look for in our investments — exposure to a market benefiting from strong tailwinds, partnership with an experienced and driven management team and multiple levers for growth — including international expansion and service line extension."

"We look forward to partnering with Incubeta's management team under the leadership of CEO Lars Lehne to help accelerate the next phase of the company's growth as it seeks to become the leading global partner of choice in the fast-growing GMP ecosystem," concludes Tan. 

For more information, visit www.incubeta.com. You can also follow Incubeta on Twitter or on Instagram.