The company has also increased investment in its technology infrastructure and cross-media measurement capabilities, Béhar said.
With private equity backing, Béhar said Fifty5Blue can invest more directly without competing with other divisions for capital. He pushed back on the idea that private equity ownership creates short-term pressure.
“I think there’s a bit of a myth that private equity is harsher, more difficult, and more short term,” he said. “We have embraced the freedom to move faster, sharpen our focus, and invest for the long-term.”
