Law firm Gordons and corporate finance house Clearwater International have advised marketing technology platform ContentCal on its intended acquisition by US-based global software company Adobe.

The deal is expected to close in the coming weeks once the necessary closing conditions are met.

ContentCal lets creatives and marketers focus on creativity by automating social media publishing and reporting. The company’s software makes it easy for anyone to schedule, publish and manage social marketing activity across social channels, blogs, internal communications and advertising platforms. ContentCal’s clients include the NHS, Sky, Specsavers and Virgin Money.

Gordons has advised London-based ContentCal for a number of years, during which it has seen impressive growth. This included helping the business secure Series A investment from Fuel Ventures and Guinness Asset Management in May this year.

Gordons corporate partner, Duncan Firman, and head of start-ups and emerging companies, Amy Pierechod, led the firm’s multidisciplinary team on previous investment rounds and the intended acquisition by Adobe.

The Clearwater International team from the firm’s Leeds and London offices advising on the deal comprised partner Wesley Fell-Smith, director Jon Grant and associate Christian Pollard.

Commenting on the company’s journey, ContentCal’s CEO and founder, Alex Packham, said: “We started ContentCal knowing that the creator economy had the potential to fundamentally change the way people work.

“Today our technology is being used by some incredible businesses, entrepreneurs and creatives. Joining Adobe is a fantastic outcome because we’re bringing our technology to a global platform and will be able to share the power of ContentCal with creators no matter where they are.”

Gordons has offices in Leeds and Bradford and employs 170 people. The firm offers a specialist service to tech start-ups and fast growth emerging companies.

Gordons’ Duncan Firman added: “We are privileged to have played a part in ContentCal’s extraordinary growth and success over the past five years.

“Alex and his team’s vision and capability have driven the business forward and Adobe’s intended acquisition will take ContentCal’s platform to an even wider global audience. It is an excellent outcome for both organisations and we look forward to seeing ContentCal further realise its potential.”

In the UK, Clearwater International also has offices in Birmingham, Manchester and Nottingham. The firm has 18 offices worldwide and employs more than 250 people.

Clearwater International partner, Wes Fell-Smith, who led on the deal said: “We’re now in the era of the creator economy. An economy that is powered by a growing number of individuals, solopreneurs, and small business owners who are creating digital businesses and monetizing their content, goods, and services online.

“The creator economy is estimated to be at least $100bn and growing rapidly. Adobe and ContentCal share a passion for creativity and making content delivery as easy as possible. We really enjoyed working with Alex and the team and it was immediately obvious to us that they have built something really special. We wish them every success as they embark on the next phase of their journey.”

Adobe was founded in 1982 and its corporate headquarters are in San Jose, California. Its fiscal revenue for the financial year ended 27 November 2020 was US$12.87bn and the company employs more than 24,00 people worldwide.

Commenting on the combination of ContentCal and Adobe, Ashley Still, Adobe’s SVP & GM, digital media, said: “The creative community relies on social media as a core marketing channel to reach new audiences, with social now foundational to anyone growing a brand or business.

“We’re excited to welcome Alex and the ContentCal team to Adobe, and together deliver an integrated solution that allows our users to create amazing content, and then easily schedule, publish, and understand performance directly in CreativeCloud.”