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1 March 2011 Belgian agency Wax Interactive joins SQLI

SQLI Group steps up presence in Belgium and concentrates digital expertise

To step up its European operations and its focus on value-creating activities, the SQLI Group today acquired the Belgian digital agency Wax Interactive, a specialist in online brand strategy and e-marketing performance, whose expertise is acknowledged on the entertainment market in particular, with clients including MTV, Nickelodeon, and Het Nieuwsblad.

Wax Interactive: that makes the difference
The SQLI Group today announced that it is acquiring the Wax Interactive agency, which has specialised in communication and online marketing consulting since it was set up in 1999.
The Web agency offers comprehensive support in the field of multi-channel communication strategies, from consultancy to execution, along with turnkey e-performance solutions.

Headquartered in Flemish-speaking Ghent, the agency owes its reputation in Belgium to the highly-creative tenor of its advertising campaigns, its speed of implementation, and the added-value it offers its customers, including major Belgian and international corporates, advertising agencies, and local government – from Volvo, to Manpower, Unilever, Telenet, Electrolux, and Bockor to the Ghent Municipality and VLAM, the Flanders Agricultural Marketing Board.
After heading a wealth of high-profile projects in the entertainment sphere, (Domo, Artexis, Nickelodeon, MTV, TMF etc.), Wax is now in the forefront of this market.

In 2010, Wax Interactive, which has a workforce of nearly a dozen, generated turnover of approximately €1 million, with a double-digit operating margin.

A common industrial project and a similar corporate culture
This latest acquisition is perfectly aligned with SQLI strategy designed to strengthen its operations in Belgium (and in non French-speaking areas in particular) at the same time as it beefs up its value-creating expertise.
SQLI Group, which already has an excellent reputation in the Benelux countries for its know-how in the field of SAP solutions via its EoZen subsidiary, will now be able to leverage Wax Interactive to strengthen and develop the entire Sqli agency offering on this territory, ranging from Corporate Communications to e-Commerce, e-Services, e-Enterprise, e-Devices and e-Performance.

Wax, for its part, will benefit from the Group’s complementary expertise and resources to help it accelerate its growth, and to position it to carry out larger-scale projects with the firm ambition of becoming a leader in the Benelux digital communication marketplace.

The founder of Wax Interactive will be closely involved in ensuring the success of the joint project and will continue to play an active role in growing the business.

Under the terms of the agreement, SQLI is to acquire 100% of Wax Interactive equity from its current shareholders. The undisclosed total consideration is all-cash and will include a variable component based on Wax Interactive’s economic performance in 2011 and 2012.

“I was particularly attracted to the ubimedia positioning of Sqli agency and by the SQLI Group’s strategic project, which is rooted in a culture similar to our own and based on creativity and high value-added services. With this strategic combination , Wax will have the muscle it needs to pursue its strong growth, benefiting from additional expertise and from the necessary scale effect to step up its presence among major Benelux corporates,” enthused Wax CEO, Brecht Malfait.

“With Wax Interactive, we will have a bridgehead to accelerate the development of the Sqli agency offering in Belgium, at the same time as we will be able to offer new services to long-term clients. Wax expertise will naturally complement the agency’s and I am delighted to welcome the team into the group today,” said Julien Mériaudeau, SQLI CEO.

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