UK-based Incepta owns a variety of marketing communications agencies around the world, but its biggest strength lies in PR, with Citigate Dewe Rogerson and The Red Consultancy part of its stable.
The group is planning to issue shares on the open market and to existing shareholders, many of whom work for the company, to raise the cash. The money-raising exercise is subject to shareholder approval at an extraordinary general meeting on July 28.
Over the last year, Incepta has axed 230 jobs and seen profits slump 35%, and now has a net debt of around £90m, which it says is due to having to pay a significant number of earn outs and a general slump in the PR market.
Chairman and founder David Wright said that the company's prospects remained as predicted, with performance in the first quarter of this year comparable with the second half of last year.
"We are conscious however," Wright said, "that the timing and speed of recovery in our sector generally remain hard to predict. We therefore wish to reinforce our financial position, differentiating Incepta in this respect, and placing the group in a stronger position to take advantage of the market recovery we believe will come."
A spokesman for the group said the money would not be used to fund acquisitions. "We can never rule it out but it is not in the plan for the time being." However, he added that paying off 30% of the company's debt would help its financial flexibility.
All of which means that if Incepta does want to borrow money for acquisitions once the market recovers, it will find it easier to do so if it reduces its debt now.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .