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Adopt & Embrace bought by Netherlands-based cloud specialist

Maddocks has advised Brisbane’s Adopt & Embrace on its purchase by Netherlands-based Microsoft cloud specialist Rapid Circle.

August 18, 2021 • By Emma Musgrave
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Duncan Hall
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Firm: Maddocks (Adopt & Embrace).

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Deal: Rapid Circle has acquired Adopt & Embrace, backed by private equity firm Mentha Capital.

 
 

Value: Undisclosed.

Area: M&A.

Key players: The Maddocks team advising Adopt & Embrace was led by corporate partner Duncan Hall and senior associate Bernardo Wood.

Deal significance: According to a statement from Maddocks, Adopt & Embrace works with companies on change management issues when adopting the Microsoft 365 suite of products.

“They have worked with major companies such as Youi and Deloitte on large-scale digital projects,” the statement said.

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“The company will continue to operate as Adopt & Embrace and act as Rapid Circle’s adoption and change management unit in Australia.”

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Emma Musgrave

Emma Musgrave

Author

Emma Musgrave (née Ryan) is the managing editor, professional services at Momentum Media.

Emma has worked for Momentum Media since 2015, including five years spent as the editor of the company's legal brand - Lawyers Weekly. Throughout her time at Momentum, she has been responsible for breaking some of the biggest stories in corporate Australia. In addition, she has produced exclusive multimedia and event content related to the company's respective brands and audiences. 

Prior to joining Momentum Media, Emma worked in breakfast radio, delivering news to the Central West region of NSW, before taking on a radio journalist role at Southern Cross Austereo, based in Townsville, North Queensland.

She holds a Bachelor of Communications (Journalism) degree from Charles Sturt University. 

Email Emma on: This email address is being protected from spambots. You need JavaScript enabled to view it. 

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