Data analytics media agency MC&C completes new deal with OakNorth

OakNorth, the London-based bank, has completed a deal with performance media consultancy and media buyer, MC&C.

MC&C offers advanced data analytics to its clients, providing media consultancy while also acting as an agent principal on behalf of clients for the purchase of media space across various platforms.

The company’s data and insights arm, MUSE, focuses on unlocking and utilising clients’ customer data to develop growth strategies spanning beyond media placement and audience segmentation.

This proprietary technology helped MC&C attract £6.6m of investment from Key Capital Partners (KCP), enabling it to expand its offering to North America, Europe, Middle East and Asia, starting with an office in NYC.

Since launching its first fund in 2007, KCP has invested a total of £65m in 15 businesses across a variety of sectors, from school catering and internet retailing to nursing care, telecoms and recruitment.

KCP specialises in working with profitable medium sized businesses with potential for growth. Typically, the firm makes investments of between £3m to £15m and has partners who are able to advise the management teams of its portfolio businesses.

Mike Colling, founder and CEO of MC&C, commented: “Since our founding, we have been very fortunate to work 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: “The UK’s advertising market is 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 their 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.”