Bigmouthmedia is taking €40 million in private equity from Carlyle Group, Cyrte and Janivo, and €10 million more due on completion in July, to create a new group, Obtineo; LBi is merging with Obtineo. LBi will hold 51 percent, Bigmouthmedia 25 percent and Obtineo’s new shareholders 24 percent. LBi says the reverse merger sale price is €107.6 million, €68.9 million of which is goodwill.

It creates what the pair call “Europe’s largest digital agency with a headcount of over 1,800 people ... with a €50 million fund to strengthen its operations in the US, Asia and the Middle East.”

Amongst the combined services, Bigmouthmedia says: “Social media, SEO, PPC, digital media planning, branded content creation, campaign creative, usability, affiliate marketing, copywriting, web design, build, technical design, social CRM, performance measurement and application support. Loads.”

But “LBi” will remain the name for the whole shebang and will be headquartered and listed in Amsterdam. LBi’s CEO, CFO and chairman will all take the same positions at the merged company.

CEO Luke Taylor, in the full release: “We are now well placed to take advantage of the irreversible spending shift to online channels.” Both Bigmouthmedia and LBi were the result of previous mergers within the space.