2Parale merges with 2Performant and expands at regional level

Newsroom 18/12/2012 | 11:18

Affiliate marketing network 2Parale, part of Leo Burnett Romania, has merged with the 2Performant affiliate network, and plans to expand its international business in several countries in Central and South-Eastern Europe and Turkey.

2Performant is an affiliation platform developed in 2010 by the Romanian entrepreneurs Radu Spineanu, founder of 2Parale, Vladimir Oane and Lavinius Marcu.

After the transaction, the shareholding structure of the company that runs 2Parale has also changed. The current shareholders are Dorin Boerescu, with 40 percent of the shares, Stefan Iordache with 40 percent and 2Parale On-line, with 20 percent of shares.

The deal was assisted by the Biris Goran law firm.

“The expansion of the 2Parale network at international level is part of the upward trend in the evolution of affiliate marketing on the local market, and not only. Moreover, the decision comes as a strategic investment, confirming our efforts to develop and support this business segment,” said Stefan Iordache, COO Leo Burnett Group.

Last year, 2Parale entered on the Bulgarian market via 2Leva, and it is also active currently on markets in Serbia, Irak and Cyprus.

“The 2Parale business in Romania and Bulgaria will reach this year EUR 1 million on a market that has confirmed its potential in the four years since the start of the first campaign of affiliation in Romania through 2Parale,” said Dorin Boerescu, CEO 2Parale.