Unruly acquired by Murdoch’s News Corp in £114m deal

London marketing technology business which has run campaigns for Evian, Adidas and T-Mobile will operate as a separate business entity

Fast-growth marketing technology business Unruly has been acquired by Rupert Murdoch’s News Corp in a deal worth £114m.

Founded by Sarah Wood, Scott Button and Matt Cooke, Unruly creates and distributes viral videos for big brands such as T-Mobile, Evian and Adidas – one of it’s most successful projects was the T-Mobile ‘Royal Wedding’ video – with annual revenues of $50m.

The acquisition, which will see Unruly operate as a separate business entity, follows a series of funding rounds for the business which includes investments from the Business Growth Fund, Endeit Capital, and Amadeus.

Unruly co-founder and CEO, Button, said:

“We have had great support from our three institutional investors and I know that they would have been happy to continue backing our growth, but the opportunities and synergies of being part of a major global media business like News Corp offer us a hugely exciting prospect. We are now looking forward to a completely new phase of development.”

Rebekah Brooks, the reinstated News UK CEO, said of the deal: “We look forward to working with one of Europe’s most highly regarded tech teams to create new premium video inventory for our News UK mastheads and other businesses, and to provide advertisers with best-in-class brand solutions across all platforms.”

In a blog for Growing Business last year, Unruly’s Wood argued that more needed to be done to get more women in tech. Read her blog here.

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