Simpson Thacher is representing Circana, a portfolio company of Hellman & Friedman, in connection with its entry into definitive agreements to acquire NCSolutions (“NCS”), a joint venture between Nielsen and Catalina Solutions, and Nielsen’s Marketing Mix Modeling business (“MMM”). The transactions are expected to close during the fourth quarter of 2024, subject to customary closing conditions.
Circana is a leading advisor on the complexity of consumer behavior. Through superior technology, advanced analytics, cross-industry data and deep expertise, Circana provides clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth.
NCS empowers the CPG ecosystem to create and deliver more effective advertising. With NCS’s proven approach, brands are achieving continuous optimization everywhere ads appear, through purchase-based audience targeting and sales measurement solutions.
MMM provides critical marketing ROI insights using industry-leading performance models for data coverage and granularity, to help clients make current and future marketing decisions with confidence.
The Simpson Thacher team includes Atif Azher, Naveed Anwar, Sherry Shen, Shaneel Parikh, Michaela Dion, Marina Hernandez, Margaret Whalen, Ondrej Gaiser-Palecek, Ramin Tabrizi, Nick Redfield, Eric Doan, Kevin Cho, Madeline Cole, Madison Santoli, Julia Gleason and Olivia Pepper (M&A); Brian Steinhardt, Dorothy Hector, Sungjoo Ahn, Dimitrios Fthenakis and Hannah Levinson (Credit); David Rubinsky, Jeannine McSweeney, Scott Schilson, Sara Mazurek and Matias Botto (Executive Compensation and Employee Benefits); Lori Lesser, Ron Ben-Yehuda, Nicholas Westbrook, Luqman Meedin, Christine Song and Keerthi Manimaran (Intellectual Property and Data Privacy); Russell Light, Lina Pan and Mohanad Salaimi (Tax); Sara Razi, Preston Miller and Lara Fishbane (Antitrust); Robert Guo and David Park (Funds) and Steven DeLott (Insurance).