Ryan Reynolds' Billion-Dollar Streak: Will His Viral Marketing Firm Go Public Next?

A marketing company that counts actor Ryan Reynolds as its chief creative officer plans to go public in 2025, adding to the recent success stories for the actor best known for playing "Deadpool" on the big screen.

What Happened: Connected TV advertising company MNTN, is the owner of the Maximum Effort marketing segment co-founded by Reynolds and George Dewey in 2018.

Known best for its advertisements to promote "Deadpool" and other viral advertisements for companies connected to Reynolds, Maximum Effort Marketing was bought out by MNTN in 2021.

MNTN is eyeing a 2025 IPO according to a new report from Bloomberg, with Morgan Stanley set to work on the public offering.

The connected TV advertising company raised $119 million in a Series D round in 2021 with BlackRock Inc BLK and Fidelity Management leading the round with $110 million invested together.

The Maximum Effort name comes from a catchphrase of Reynolds' Deadpool character. A separate Maximum Effort Productions company was not included in the sale to MNTN and is not part of the IPO. Dewey serves as the chief brand officer at Maximum Effort Marketing.

The marketing company from Reynolds has made ads for companies like Aviation Gin and Mint Mobile, which are connected to the actor. The company also made a well-known ad for dating company Match.com that featured Satan and marked the debut of Taylor Swift's re-recording of the hit song "Love Story."

"I genuinely love marketing and I have been gobsmacked by how much fun it has been and how fast we have grown. We wanted a future for our marketing arm that ensured we could continue to move fast, have fun and do really rewarding work," Reynolds said at the time of MNTN's acquisition.

Reynolds said MNTN's simplicity, speech and ability to open up access to TV for advertisers who can't pay for upfront agreements stood out.

"I believe the combination of our companies will create a 1+1 equals 3 situation, assuming my math checks out," Reynolds added at the time.

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Why It's Important: In a world of connected TV and viral advertisements that have to be quick and catchy, MNTN could stand out in a crowded field. The company's involvement in Reynolds and connection to several of his companies and movies could also help power growth in the coming years.

Aside from Maximum Effort Marketing and MNTN, Reynolds has built up several companies that are part of his success story away from the big screen.

The actor was a co-owner in Mint Mobile, which was sold to T-Mobile US Inc TMUS at a $1.35 billion valuation. Reynolds had a stake in Aviation Gian, which was sold to Diageo plc DEO for $610 million in 2020.

Reynolds is also a co-owner in soccer team Wrexham AFC, owns a stake in Mexican soccer team Necaxa, and owns a stake in a Liberty Media Corporation Formula 1 FWONAFWONK racing team. The actor was also among the previously interested parties in buying the Ottawa Senators NHL team.

While it is unknown if Reynolds owns a stake in MNTN, the IPO likely comes thanks in part to the success of Maximum Effort Marketing in recent years. The IPO could further illustrate the success Reynolds has had outside of acting.

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