HH swoops on Noosh

Jo Francis
Friday, October 1, 2021

HH Global has made another substantial acquisition with the takeover of marketing execution platform Noosh.

Noosh: complementary extension of HH's own offering
Noosh: complementary extension of HH's own offering

Noosh was founded in 1998 and was one of the original printing industry dotcoms. It subsequently evolved into a successful cloud-based service. 

HH Global said it had identified Noosh as the “best-in-class global technology solution provider” with more than $1.2bn (£885m) in marketing spend managed and sourced through its technology. 

US-headquartered Noosh is active in 44 countries and has more than 800,000 line items on its system for print and promotions. Core target markets are financial services, healthcare, marketing and retail/FMCG. Noosh's turnover was not disclosed. 

HH said it would allow the group, which has its own HHub platform, to extend its global reach and introduce “self-serve and hybrid solutions to clients”, alongside the opportunity to extend the group’s existing client relationships into new categories and regions. 

“Furthermore, the agreement will allow both businesses to leverage greater aggregated spend under management.”

A spokesperson told Printweek: "HH Global doesn't currently use the [Noosh] platform. However, we see excellent opportunities to leverage the technology for certain categories and client requirements. In the short term Noosh will be implemented to complement existing procurement technology solutions.”

HH Global completed its takeover of Adare International in August, and in July made a strategic acquisition on the continent when it bought Dutch firms PaperChainManagement and PrintMediaServices.

The previous buys were already set to take the group’s sales beyond $2bn.

HH Global CEO Mike Perez commented: “Noosh is a market-leading provider of marketing procurement software, and we can clearly see how their solution acts as a complementary extension of our own. We are excited about the possibilities ahead and the continued momentum that the acquisition presents to our combined business.” 

Noosh CEO Mark Tiedens will remain with the business. He said: ”We are delighted to be a part of HH Global and to realise the full potential of our solution, people and technology. The flexibility of Noosh will support the HH Global offering and ensure both new and existing clients are supported by market-leading, cutting-edge marketing procurement technology.” 

Tiedens will join HH's group management board. James Lei, VP of Engineering will also play a key role in the combined business.

Venture capital firm Accel Partners was the lead investor in Noosh, which was owned by a group of private investors and employees. 

Noosh is used by enterprises and agencies. Customers include fellow marketing services firms Indicia Worldwide and Epsilon. 

The terms of the deal were not disclosed.

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