By Max Fellows, Founder of allpoints
June’s M&A activity continued to demonstrate strong confidence across the events, experiential and marketing sectors, with businesses focusing on scale, capability expansion and deeper audience engagement. While consolidation remains a key theme, this month’s activity also highlighted growing investment in specialist expertise, creator economies, gaming and esports audiences, AI-driven services and the continued value of industry communities.
From private equity investment in major event organisers to agencies expanding through acquisition and global marketing groups strengthening their influence in emerging sectors, the market continues to evolve around integrated experiences, specialist capabilities and long-term audience value.
Below are several notable moves from June that highlight where the industry continues to evolve.
Hellman & Friedman to Acquire Hyve Group – Global
Deal: Private equity firm Hellman & Friedman has agreed to acquire Hyve Group, one of the world’s leading event organisers. The acquisition marks a significant milestone for Hyve as it enters a new phase of growth focused on expanding its industry communities and strengthening its position across global markets. Hyve has built a portfolio of large-scale events serving sectors ranging from technology and retail to manufacturing and energy.
Why does it matter? This acquisition reinforces continued investor confidence in the events sector and the long-term value of industry communities. As organisers increasingly focus on creating year-round engagement rather than standalone events, businesses with strong audience ecosystems and recurring communities continue to attract significant investment.
Strata Acquires We Are Collider – UK
Deal: The Strata Group has acquired brand experience agency We Are Collider, adding specialist expertise across esports, gaming, consumer engagement, AI and behavioural science. The move follows The Strata Group’s acquisition of Wonderland Agency earlier this year and strengthens its ambition to build an integrated network spanning experiential marketing, live communications and audience engagement.
Why does it matter? This acquisition reflects growing demand for integrated agency models capable of delivering broader strategic and creative services under one roof. It also demonstrates increasing investment in specialist sectors such as gaming, esports and AI, where brands continue to seek new ways of connecting with audiences. The move highlights how agencies are expanding capabilities to meet increasingly complex client requirements across multiple channels and experiences.
MPC and The Mill Unite Under One Brand – Global
Deal: Creative production businesses MPC and The Mill have announced plans to unite under a single brand, bringing together two globally recognised names in visual effects, creative production and content creation. The move is designed to simplify operations, strengthen market positioning and create a more integrated offering across advertising, entertainment and brand experience projects.
Why does it matter? The unification reflects a broader trend towards operational integration and streamlined service delivery within creative and production sectors. As clients increasingly seek connected solutions across content, technology and experiences, larger integrated organisations are becoming better positioned to deliver work at scale while maintaining specialist expertise.
Dinosaur Becomes Creative Partner to Mythos Manchester – UK
Deal: Independent creative agency Dinosaur has joined Mythos Manchester as its creative partner, bringing additional strategic and creative capability to the live events and experiential business. The partnership is designed to strengthen creative delivery across Mythos projects while expanding opportunities for collaboration across both organisations.
Why does it matter? Strategic partnerships continue to play an important role in helping agencies expand capability without pursuing traditional acquisition routes. This move highlights how creative expertise remains a critical differentiator within the events sector, with organisers and agencies increasingly seeking specialist partners that can enhance audience experiences, strengthen storytelling and support more ambitious project delivery.
Accenture Song Acquires Whalar – Global
Deal: Accenture Song has announced the acquisition of influencer marketing company Whalar, significantly expanding its capabilities within the creator economy. Whalar has built a global reputation for connecting brands with creators through influencer marketing, content partnerships and creator-led campaigns. The acquisition strengthens Accenture Song’s position across marketing, commerce and digital engagement while providing greater access to creator-driven audiences worldwide.
Why does it matter? The acquisition reflects the continued growth and maturation of the creator economy as a major channel for brand engagement. As audiences increasingly consume content through creators and community-led platforms, businesses are investing heavily in capabilities that support influencer marketing, audience building and digital engagement.
Final M&A Thoughts
June’s activity shows the industry is investing in growth, capability, and audience value.
Key themes emerging this month include:
- Continued consolidation across events, experiential and marketing sectors
- Increased investment in specialist capabilities, including AI, gaming, esports and creator marketing
- Growing focus on integrated service offerings and connected client experiences
- Strong investor confidence in businesses built around engaged communities and industry ecosystems
Whether through acquisition, partnership or operational integration, organisations continue to position themselves around scale, specialisation and deeper audience engagement as the market evolves.