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Freshfields provides legal advice to Macromill, Inc on the sale of MetrixLab to Toluna

Global law firm Freshfields Bruckhaus Deringer (‘Freshfields’) provided legal advice to Macromill, a global marketing research and digital marketing solutions provider with 20 offices across Asia, on the agreement to sell its 100 per cent stake in MetrixLab to the leading global insights technology and panel provider Toluna. In return, Macromill acquired a 17.4 per cent stake in Toluna as well as a receivable for €63.5 million. MetrixLab is a renowned global leader in market research and insights, offering solutions from creative testing to brand tracking, packaging and e-commerce optimisation.

The cross-border Dutch, UK, and Japan team advised on the SPA, SHA, W&I policy and financing (vendor loan notes) of this cashless rollover deal. This transaction builds on Freshfields’ Corporate M&A practice and Tech sector expertise.

The M&A team was led by partners Saloua Ouchan, Ed Cole, Alexander Doorman and Takeshi Nakao with Vivianne van der Hauw and Gaia Pattyn as lead corporate associates together with Takahiro Sato, Caroline Leopold, Samuel Sun, De Hong Lee, Anne Zwolsman, Evelyn Bradley, Marlies de Wilde and Hannah Erdman. The finance workstream was led by partner Aled Batey and senior associate Kate Hatcher. The team also included Tim Elkerbout and Daniel van Loggerenberg (Finance), Mark Egeler, Jan-Jaap Koningsveld, Hiske Roos, Sam Kloosterboer (IP/Data Protection, Amsterdam), Zofia Aszendorf and Ed Beard (IP, London), Rachael Annear and Claudia Chan (Data Protection, London), Eelco van der Stok and Erisa Nuku (Tax), Brechje Nollen (People and Reward), Paul van den Berg and Matthew Lawton (Antitrust/regulatory). The Shanghai and Beijing team included Alan Wang, Yaming Wu, Zhiyuan Gu (Corporate) and Fan Li (People and Reward). The US team included Enrique Dancausa, Iantha Stewart and Daniel Hodgkinson (Corporate) and the UK team included Holly Insley and Elizabeth Sangobiyi (People and Reward).