OakNorth has completed a deal to support the growth of international performance media consultancy and media buyer MC&C, which is backed by Key Capital Partners (KCP).
MC&C – which was founded in 2001 – offers advanced data analytics to its clients, providing media consultancy as well as acting as an agent principal on behalf of clients for the purchase of media space across a range of platforms.
The company’s data and insights arm MUSE focuses on unlocking and utilising clients’ customer data to develop highly effective growth strategies spanning beyond media placement and audience segmentation.
This technology helped the business attract £6.6m of investment from KCP, which enabled it to expand its offering to North America, Europe, Middle East and Asia, starting with an office in New York City.
Since launching its first fund in 2007, KCP has invested £65m in 15 businesses across a variety of sectors, from school catering and internet retailing to nursing care, telecoms and recruitment.
Mike Colling, founder and CEO at MC&C (pictured above), said that since its founding, it had been very fortunate to have worked with some of the world’s most established and well-known brands across a multitude of sectors.
“In both KCP and OakNorth, we have found partners who understand our vision and ambitions for the future.
“The two worked seamlessly together, ensuring we were kept fully up to date throughout the entire process, and that a structure was developed that best suited our needs.”
Stuart Blair, debt finance director at OakNorth, said that the UK’s advertising market was one of the largest and most established in the world.
“The sector has continued to grow steadily over the last seven years, being driven by the move from more traditional platforms such as TV and print advertising to online and social.
“MC&C has been in a prime position to take advantage of this trend towards digital through the development of [its] proprietary data science and insights arms MUSE.
“The team is incredibly experienced, has a clear USP in a growing market and a clear vision for the future.
“We look forward to working with both them and KCP in the future.”
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