Media agency MNC has acquired the Grwth Club consultancy in a bid to create a “one-stop shop” for challenger brands looking to grow.
The merger would create a “new paradigm that fuses media, advisory and venture funding”, the company said.
“The multimillion-pound deal will create a dynamic one-stop shop for ambitious challenger brands that is built around proprietary market intelligence,” it added.
MNC - founded in 1997 by chairman Andrew McCutcheon - has previously worked with companies such as Just Eat, Beauty Pie and coffee brand Grind.
CEO Luke Bristow said “integrating Grwth allows us to merge 30 years of traditional media expertise with cutting-edge digital capabilities to solve mission-critical challenger brand problems in a holistic way”.
“Grwth not only brings deep brand-side experience to the team, but a business based on rich data-powered insights.”
The new organisation will retain the MNC name and be structured around three key offerings: a media agency, an investment fund for seed and Series A stage consumer businesses, and a marketing advisory service that matches brands with the best suited creative and technical agency partners.
MNC partner Jake Higgins said the integrated approach “creates a fluid ecosystem where brands can seamlessly access our full spectrum of services”.
Bristow said he considered “‘challenger’ a mindset rather than a definition of size”, with most of its clients in fast-growth and posting annual revenues between £5m and £200m.
Grwth Club launched in early 2022 offering an agency matchmaking service, while its Grwth Advisory division specialises in strategic growth support.
Last year, it launched a consumer venture fund to address a funding gap for fmcg startups using a £5m cornerstone investment from MNC.
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