Launchmetrics to acquire Dmr

Launchmetrics takes over Dmr, creating the most comprehensive international company specializing in brand performance. The deal, whose value has not been disclosed, has the aim to exceed 100 million dollars in annual recurring revenue by 2025, thanks to a series of synergies that will be developed by the two partners, until now competitors on the market. On the one hand, Launchmetrics, a brand performance cloud specializing in the fashion, luxury and beauty sectors, founded in New York; on the other, the Italian Dmr, which for over twenty years has been monitoring, tracking and analysing the data on which communication and public relations strategies for brands globally are based.

«I have always been impressed with DMR’s work,» Michael Jais, ceo of Launchmetrics, explained to MFF. «Sure, we were competitors, but instead of clashing we said, why not combine our expertise? The ever-evolving market right now offers many opportunities. Together we have the data, technology and services to deliver better insights to our consumers and win new ones. At the moment,» Michael Jais continued, «we are offering our services to a total of 1,200 customers and more will be able to benefit soon. We are fully aligned on our strategies». He was echoed by Enzo di Sarli, President and Founder of Dmr, who will remain in the field as a consultant, or rather as a «special advisor because he will continue to collaborate with us,» Jais stressed. This is to ensure a smooth transition for clients. The same handover role will be played by Marco Levi, former ceo of Dmr. «With Michael, we met about ten years ago when Launchmetrics was born,» di Sarli told MFF. «Last year, we started talking about this deal, imagining a company that could offer more services, combining the skills of both parties. Michael convinced me because he is a great professional and has a vision of the market similar to mine. Everything happened very spontaneously».

This new synergy will make it possible to explore highly topical issues such as the metaverse as well as to monitor and develop a sensitive market such as China. «We believe there is a great opportunity for Dmr's clients to expand business for example in China,» Jais stressed. «It is a win-win situation and together we will work on the future, connecting media data with business data». Thanks to this acquisition, Launchmetrics will have more than 400 employees, working in 10 offices worldwide, including the Dmr offices based in Milan. In detail, Dmr will be the fifth company integrated by the US Group after the acquisitions of Visual Box and Style Coalition in 2017, IMAXtree in 2019 and the Chinese PARKLU in 2020. Thanks to the new structure, the clients of di Sarli's company will continue to benefit from the data panel and already available services while, at the same time, they will be able to access even more metrics available within Launchmetrics' solutions.

One example is social media campaigns, both Western and Eastern, on platforms such as Instagram, Facebook, Twitter, TikTok, YouTube, WeChat, Douyin, Weibo, Red and Bilibili. In turn, Launchmetrics' customers will benefit from added values such as increased coverage, a 20-year data archive and access to enhanced customer-facing services. Launchmetrics' technology monitors data for more than 5,000 lifestyle brands, analysing more than 5 million files per day. The brand performance cloud includes 600,000 print, online and social media entries, 10,000 publications (including newspapers, magazines and supplements) and 50,000 online sources. Moreover, 85% of runway shows globally are supported by Launchmetrics: each season, 4,000 images and 1,000 videos are created for more than 40 runway shows, and 5 billion dollars products are managed through samples. «Everything is changing so rapidly, between metaverse and China, that this alliance will be super important for both companies and our customers,» Michael Jais concluded. «I am excited about our future together». Di Sarli agrees on that: «Dmr’s legacy is now in good hands. We have created one company with more services for the market,» he concluded. (All rights reserved)