McDermott Advises SilverTree On Two Transactions - McDermott Will & Emery

McDermott Advises SilverTree On Two Transactions


McDermott Will & Emery advised SilverTree Equity on two simultaneous investments: (1) their co-investment with Kantar to acquire Step-Up RGM; and (2) their co-control investment in the XTEL, the Kantar Group (a Bain Capital portfolio company) Trade Promotion Business, which will now operate as an independent entity going forward. SilverTree will act as a strategic transformation and growth advisor going forward to the combined businesses. The entire StepUp RGM team will join with Kantar XTEL and StepUp will become the lead RGM product. Cédric Guyot will head up the combined business as chief executive.

Step-Up RGM is an international expert in Revenue Management and Big Data Consulting for marketing and works closely with the trade marketing and sales departments of multinational (FMCG) companies.

Kantar is the world’s leading data, insights and consulting company that helps clients understand people and inspires growth.

SilverTree Equity is a sector specialist private equity firm with a strong focus on value creation. It invests exclusively in software, technology, and technology-enabled businesses. SilverTree is headquartered in London and has a team with deep investing and operational expertise in the software, technology, and tech-enabled business services sectors. Collectively the SilverTree team has been involved in over 50 transactions.

McDermott’s team was led by private equity partner Tom Whelan and client relationship partner Aymen Mahmoud, supported by senior associates Elisa De Carolis and Chris Marshall associates Rosie Mist and Jenna Walker and trainees Andrew West and Beth Drayton. The private equity team was supported by partner Katie Clark and Charlotte Moorehouse (employment) and counsel Gary Howes (IP & IT). In Italy, partner Enrico Raso and associates Carlo Lemmi and Elena Calzari also advised.

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