Interpublic Group of Cos. has sold Huge to global private equity firm AEA Investors. AEA Investors is expected to merge Huge with one of its other shops, Hero Digital. Terms of the deal were not disclosed.

It’s been an open secret that IPG had been shopping Huge, along with fellow digital shop in R/GA. IPG has noted in multiple earnings reports that its digital assets have been struggling. 

In an October earnings call, IPG CEO Philippe Krakowsky said that deals for  R/GA and Huge were “well down the tracks.” (R/GA is still part of IPG.)

At the time, IPG classified R/GA and Huge as “held-for-sale” and recorded a non-cash goodwill impairment expense of $232.1 million, which essentially meant that the agencies were likely to be sold for less than the amount at which IPG valued them.

Huge, which was founded in 1999, was acquired by IPG in 2008.