Egmont invests in Sweden’s largest Facebook agency


Egmont Publishing expands its Nordic business in marketing services and acquires a major part of Swedish leading social media agency Ingager

Per Kjellander, Managing Director of Egmont Publishing in Sweden in the middle with Ingager founders Jimmy Jakobsson (right) and Henrik Almskoug (left) 

Ingager is Sweden's largest digital communications agency exclusively focused on Facebook and Instagram. The business idea is to help companies and organizations in reaching out on the two social media platforms. Ingager has grown rapidly as advertisers have increased their investments in Facebook marketing.

Egmont acquires a substantial minority share and becomes the largest holder of Ingager. The investment means that Egmont Publishing takes a new offensive step and strengthens its position in the emerging business area Marketing Services.

– Our ambition is to take a leading digital position in the Nordic region, and Ingager fits perfectly into our growth strategy. They have grown fast and deliver effective campaigns and long-term values for their clients. We look forward to being part of and contributing to their continued positive development, says Per Kjellander, Managing Director of Egmont Publishing in Sweden.

Strong and long-term part owner
Ingager was founded in 2011 by Jimmy Jakobsson and Henrik Almskoug. The aim is to increase client sales and brand awareness on Facebook and Instragram through high specialist competence, data based decision making and engaging content. The company has 55 employees at the two offices in Stockholm and Berlin and revenue of 10 MEUR. Among the clients are several well-known brands, such as ATG, Royal Design, St1, BMW, Postkodlotteriet, Mathem, Hallon, PWC, Mini, Canal Digital och Royal Design.

– We have been looking for a strong and long-term part owner who can contribute with new competences and values – this is something we get in Egmont. Together we will strengthen our client offer, develop the business, grow further, and continue to build an attractive workplace, says Jimmy Jakobsson, CEO and co-founder of Ingager.

Digital growth through marketing services and e-commerce
Egmont’s marketing services business area focuses on digital communication and content marketing, including joint ownerships of several leading Nordic agencies, such as Swedish Klintberg Niléhn and KAN, Norwegian digital agency Sempro, Nordic social media agency Very Patchwork and Danish s360. 2017 revenue exceeded 30 MEUR and is expected to increase significantly in 2018.  

Egmont also has a major emerging business in e-commerce, including a range of leading Nordic business, such as Jollyroom, Bagaren och Kocken, Med24, Nicehair, Fjellsport och Outnorth. The e-commerce portfolio has a total revenue of over 200 MEUR.