BarkleyOKRP Completes Acquisition of Adlucent
May 2024

Keystone Capital Management, L.P. (“Keystone”) is pleased to announce that its portfolio company Barkley Holdings, LLC (“BarkleyOKRP”) has completed the acquisition of the Adlucent business (“Adlucent”) from Advantage Solutions Inc. (NASDAQ: ADV). BarkleyOKRP is a full-service, independent marketing agency that was formed in March 2024 when Keystone facilitated a merger between independent agencies Barkley and OKRP.

Based in Austin, Texas, Adlucent is a digital marketing agency with over 180 employees specializing in performance marketing services across search, social, display, and retail media network digital channels and working with brands such as Zappos, The Vitamin Shoppe, 1-800-Contacts, Rawlings, and Global Industrial, among others. Adlucent leverages proprietary technology to manage and optimize multi-channel campaigns, delivering effective results for clients. Adlucent is a Google Premier Partner, Google Cloud Partner, Microsoft Advertising Elite Partner, and Meta Business Partner, and is Google’s largest U.S. Shopping Ads agency. The acquisition represents a strategic addition of performance marketing services that strengthens BarkleyOKRP’s digital marketing capabilities offered to clients. For more information on Adlucent, please visit Adlucent.com.

BarkleyOKRP will now have offices in Kansas City, Chicago, Denver, New York City, Pittsburgh, and Austin, with more than 800 employees dedicated to creating bold work that resonates with the modern consumer. The firm serves brands such as Burger King, Metro by T-Mobile, Planet Fitness, Motel 6, Corona Premier, AMC Theatres, Winnebago and more. Adlucent represents the second acquisition into the platform since Keystone established the partnership in September 2023. For more information, please visit BarkleyOKRP.com.

Keystone and BarkleyOKRP continue to actively seek acquisition opportunities in marketing and technology services with a focus on U.S.-based businesses. Parties with knowledge of relevant potential investment opportunities are encouraged to contact Keystone.

Terms of the transaction are not being disclosed. Global Investment Bank, Canaccord Genuity, advised Advantage Solutions and Adlucent on this transaction. Debt financing was provided by TPG Twin Brook Capital Partners, and legal counsel was provided to Keystone by DLA Piper LLP.

Contact Information

Bill Sommerschield
(312) 219-7973
bsommerschield@keystonecapital.com

Brian Prendergast
(312) 219-7968
bprendergast@keystonecapital.com

Patrick Helle
(312) 219-7963
phelle@keystonecapital.com

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