Soy Olivia Media Group, the Spanish leading influencer marketing company, has given entrance in its capital to Nazca Capital, a Spanish private equity firm focused on investing in the Spanish mid-market. Soy Olivia’s objective is to consolidate its leadership in Spain and develop its strategic positioning as a first-mover in the representation of digital talents and as an integrated digital marketing agency.

Based in Madrid and founded in 2015, Soy Olivia started as an influencer representation agency, in a market context where social media and content creators were gaining importance. The company took the strategic decision to expand its product offering, providing an integrated service in the representation, design and management of campaigns and content creation, currently having three distinct divisions:Soy Olivia Creators (representation agency), Onceuno (creative agency and audio-visual production) and Nomads (integrated management and consultancy for campaigns). Soy Olivia Media Groupclosed 2021 with sales over €10m and expects to continue to grow above market ratios.

Soy Olivia has a strong creative approach, which will continue to be one of its pillars during this new phase, developing campaigns and ideas for its portfolio of tier 1 clients focused on the lifestyle segment. In addition, it has a portfolio of influencers in exclusivity comprised of the most recognized and sought after talents in the Spanish market with whom it has developed a long-lasting relationship and helped in their growth through an active management and advising on their positioning towards major brands.

The project will continue to be led by Daniela Rodríguez, Javier García Gallo and Eduardo García Alier, founders of Soy Olivia, who have a great knowledge of the influencer marketing sector and who remain as shareholders.

Nazca will provide Soy Olivia its experience developing growth projects both organically and via acquisitions, as well as in the development of new business lines, incorporating new capabilities and reinforcing the organization, always maintaining a unique approach within digital marketing (“Breaking Rules Through Social Influence”).

In the words of the founding partners of Soy Olivia: “Today is a very important day in the growth trajectory of SO Media Group. After seven years where we have consolidated our position as leaders in the Spanish social marketing sector, we are introducing a partner to our structure that will allow us to take SO Media Group to the next level at a key moment for our project. It is undoubtedly a very important milestone to continue contributing to the professionalization of the sector in Spain”.

In the words of Carlos Carbó and Celia Pérez-Beato, partners at Nazca Capital: “Soy Olivia’s project fits perfectly with the investment strategy of Fund V as it is a leading niche company, in a high-growth market segment and with a clear consolidation strategy. Nazca can bring its experience to contribute to the professionalisation and help shareholders to complement the services provided by incorporating innovation and technology in areas such as programmatic, data management, etc., and to address an ambitious inorganic growth project”.

Deloitte and Pérez Llorca advised Nazca on this transaction and the seller have been advised by KPMG and Escalona & De Fuentes.

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