Miroma deepens creator economy push with Ad Results Media acquisition

Marketing group Miroma has acquired a majority stake in creator and podcast media agency Ad Results Media (ARM) as it deepens its investment in the creator economy and expands its presence in the US.

Financial terms of the deal were not disclosed, although The Sunday Times reported it is believed to be worth tens of millions of dollars. Investment firm Shamrock Capital, which acquired a stake in ARM in 2019, will retain a minority holding.

The acquisition gives London-headquartered Miroma a larger foothold in the US, adding offices in New York, Houston and Los Angeles while increasing the group's annual media investment to more than $750 million.

ARM specialises in creator, podcast and performance media, helping brands including FanDuel, Molson Coors and ZipRecruiter plan, buy and measure campaigns across podcasts, YouTube, streaming platforms, radio and social media.

Miroma owns a portfolio of specialist marketing agencies whose clients include Amazon, Google, Netflix, Spotify and Diageo.

Announcing the deal on LinkedIn, Miroma founder and chief executive Marc Boyan said the acquisition formed part of the group's wider creator economy strategy.

"As Miroma continues its ambition to build, invest in and embed ourselves deeper within the creator economy, today marks an important step forward," he wrote.

"The creator space is only becoming more important for brands and audiences, and this partnership strengthens our ability to help clients navigate that world with real expertise, scale and credibility."

Jordan Fox, chief executive of ARM, said the agency had expanded significantly over the past two years, winning 26 new clients while investing heavily in its technology and data capabilities.

"I've become close with Marc Boyan and Miroma's leadership over the past 18 months and they are, in a charmingly low-key way, the very best at what they do," he wrote on LinkedIn. "Cannot wait to grow together during this next phase."

The acquisition adds to a growing wave of consolidation across the creator marketing sector. Recent deals include Accenture Song's acquisition of Whalar, Publicis Groupe's purchase of Fabric Social and LBG Media's acquisition of social-first agency Uncovered, as larger marketing groups continue to invest in creator-focused capabilities.