B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Mobile Embrace Acquires Mobile Marketing Business The Performance Factory
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Mobile Embrace Acquires Mobile Marketing Business The Performance Factory
MarketingMedia

Mobile Embrace Acquires Mobile Marketing Business The Performance Factory

Alison Banney 1
Published on: 24th November 2014 at 10:54 AM
Alison Banney 1
Share
3 Min Read
SHARE

Mobile payments and marketing company, Mobile Embrace Limited, has acquired mobile performance marketing business, The Performance Factory.

The acquisition of The Performance Factory is both complimentary and expansive to Mobile Embrace’s 4th Screen Advertising Australia m-marketing business as well as deepening the resources and leverage of the Company’s media trading desk in its m-payments business, Convey.

The Performance Factory has been acquired by Mobile Embrace for a total consideration of $3.2 million plus potential contingent consideration of up to a further $4 million (total potential consideration of $7.2 million) over two years and subject to profit before tax targets through to 2017. The Performance Factory is on target for FY2015 revenue of $5 million, $1 million EBIT and $1 million NPBT.

Mobile Embrace has also announced that The Performance Factory’s CEO, Mr Andrew Kilday, will be joining the company continuing on a three year performance contract aligning himself with Mobile Embrace’s strategic growth plan.

Speaking about the benefits of the acquisition to Mobile Embrace, the company’s chief executive officer, Chris Thorpe, said: “The acquisition delivers on the company’s decision to go to the market earlier this year and raise sufficient funds to be able to strategically grow and deepen its business and profitability in its payment and advertising business as highly beneficial strategic opportunities such as this arise.

“We are delighted to welcome The Performance Factory and Mr Andrew Kilday to Mobile Embrace. It is rewarding to engage with a similarly minded, growing and profitable business that has a compatible culture, compliments Mobile Embrace’s organic growth, and which is also complimentary to our m-payments and m-marketing businesses.

“In addition to meeting our disciplined strategic acquisition criteria and rigorous due diligence process, our patience has been rewarded with a culturally and strategically compelling business which will be immediately earnings accretive on all measures. Aside from the immediate positive impact on earnings, The Performance Factory boosts our capabilities, scale and customer base and positions us in strong compatible business sectors with leveraging opportunities across the business.”

The acquisition of The Performance Factory is EPS accretive (post acquisition costs but before synergies) as measured compared to statutory 2014 earnings EPS adjusting for any changes to issued capital since 30 June 2014 and for the issuance of a further 4 million shares at 25cents each*

* EPS accretion percentages are relative to historical 2014 EPS adjusted for and changes to issued capital since 30 June 2014 and for new share issuances contemplated in this transaction but DO NOT have regard or project analyst consensus estimated EPS for FY15

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: a2 Milk, Analog Folk, Internet Radio, Optus
Share
By Alison Banney 1
I am a Public Relations Senior Account Executive at The Ideas Suite, a boutique communications consultancy in Sydney’s Edgecliff with an array of clients spanning across the travel, consumer, tech, corporate and B2B space. I assist our agency’s Senior Account Managers with their accounts, as well as managing and being the main point of contact for my own clients. As the agency’s Senior Account Executive, my list of responsibilities includes, but is not limited to; Media monitoring for all clients Drafting media releases for travel, consumer, corporate and B2B clients as well as client by-lined articles for major national publications and online outlets Research for existing clients and assisting the Agency Principal with new business research and proposals Liaising with journalists, editors, bloggers and producers on a daily basis to ensure our clients are consistently in the media Assisting with strategy and content plans for the agency’s new and existing clients Before my role at The Ideas Suite, I completed a Bachelor of Communications majoring in Journalism and Public Relations as well as an abundance of industry internships in both public relations and journalism roles.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?