Houlihan Lokey Advises Huge

Houlihan Lokey is pleased to announce that Huge, a subsidiary of The Interpublic Group of Companies (IPG), has been strategically combined with Hero Digital, a portfolio company of AEA Investors (AEA).

Huge, a leading experience design and technology business, has been acquired by AEA and, in connection with the transaction, will join forces with AEA’s existing portfolio company Hero Digital, forming one of the largest independent experience transformation businesses in the world. Huge has built an impressive legacy of creating compelling digital products and experiences for clients, such as Google, McDonald's, NBCU, Nike, ExxonMobil, and more. Through this strategic combination, Huge will unite with Hero Digital, a similarly customer-centric organization that is committed to delivering innovative, information-driven experience design solutions.

“We are delighted to come together with Hero Digital, and we are confident that the marriage of our businesses—supported by AEA’s expertise in helping innovative companies drive growth—will enable us to continue to transform how clients connect with their customers and aid them in designing human-directed experiences at scale,” said Lisa De Bonis, CEO of Huge.

“Together, we will leverage our collective creativity and talent to continue providing best-in-class experiences, marketing, and commerce solutions, supporting the growth of our customers and the combined business,” said Jay Dettling, CEO of Hero Digital.

In addition to scale and an enhanced global footprint, bringing together Huge and Hero Digital will establish a combined company positioned to serve a broader range of industries and support clients with a wider spectrum of capabilities.

Houlihan Lokey served as the financial advisor to IPG and Huge.

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