**Huge Acquired by AEA Investors, Merging with Hero Digital to Enhance Digital Transformation Services**

On December 5, 2024, Huge, a prominent experience design and technology firm, announced its acquisition by AEA Investors. This acquisition, which involves Huge being purchased from Interpublic Group (IPG), will see Huge merge with AEA's existing portfolio company, Hero Digital. The collaboration aims to create one of the largest independent digital transformation businesses globally.

Huge, established in 1999, has a strong track record of delivering innovative digital products and experiences for major clients, including Google, McDonald's, and Nike. The merger with Hero Digital, known for its customer-centric approach and data-driven solutions, is expected to enhance the service offerings of both companies.

The combined entity will utilize the strengths of Huge and Hero Digital to redefine intelligent experiences, aiming to drive growth for their clients. Lisa De Bonis, CEO of Huge, emphasized the importance of this partnership in meeting the rising demand for impactful digital experiences. She expressed confidence that the merger, backed by AEA's growth expertise, will transform client-customer interactions.

Jay Dettling, CEO of Hero Digital, highlighted the transformative potential of this combination, stating that it will enable both companies to deliver superior marketing and commerce solutions. The merger is anticipated to broaden their industry reach and enhance their capabilities.

Jim Coleman, AEA Operating Partner and future Executive Chairman of the combined company, praised Huge's reputation for creating valuable digital experiences. He expressed excitement about the market leverage the merger will provide, positioning the new entity for accelerated growth in a data-driven landscape.

Philippe Krakowsky, CEO of IPG, expressed optimism for Huge's future under new ownership, indicating a positive outlook for the brand's evolution.

Financial advisory services for the transaction were provided by Houlihan Lokey and Morgan Stanley, while Willkie Farr & Gallagher LLP represented IPG and Huge legally.

**About Huge and Hero Digital**

Huge is a design and innovation firm focused on creating experiences that foster growth for ambitious companies. Their approach emphasizes designing for people and leveraging emerging technologies to deliver unique, intelligent experiences.

Hero Digital specializes in customer experience transformation for Fortune 1000 companies, utilizing strategy, design, technology, and data to enhance digital interactions. Their teams work with notable clients like Comcast and U.S. Bank to drive growth across the customer journey.

**About AEA Investors**

Founded in 1968, AEA Investors serves as a private investment vehicle for select industrial family offices. With a robust global network and over 120 investment professionals, AEA focuses on supporting innovative companies and driving growth in various sectors.