G=mc2 is a fast-growing, AI-powered brand strategy and insights consultancy, headquartered in London and operating internationally. The investment sees Mobeus backing an experienced incumbent management team, led by Steve Rowe, Paul McGowan and Izzy Pugh , Izzi Lambert and Cleon Kanellis, to continue G’s growth journey.
G=mc2 provides technology-enabled, strategic consultancy to owners of iconic global brands, including Unilever, Danone, Harman and Mondelez. The business is positioned to benefit from strong market tailwinds, as leading brands increasingly invest in data-driven decision-making and are able to derive intricate cultural insights from social media. This is powered by a proprietary AI platform – Visible – which helps clients understand what consumers are thinking today and how to position and innovate their brand for the future.
With Mobeus’s support, G=mc2 plans to invest in its delivery capability, develop further functionality in Visible and expand its presence internationally to support its global client base. This builds on Mobeus’s human capital sector expertise, which includes recent investments into Access Partnership (4.4x MM, 64% IRR), Kinneir Dufort (2.8x MM, 28% IRR), The Boundary (2.4x MM, 37% IRR), Intralink and LACE Partners (both current portfolio).
Mobeus Investment Director Freddie Bacon led the transaction alongside Jordan Kay, Harry Pampiglione, and Emilie Walker. Freddie Bacon will join the board alongside Mobeus Partner Chris Price. Freddie Bacon, Investment Director at Mobeus, commented:
G=mc2’s forward-thinking approach combines experienced strategic advice with powerful data analytics that allows brand owners to address their most important growth challenges. The calibre of people we have met throughout the business and the sophistication of their proprietary AI platform truly sets them apart, providing clients with exceptional clarity and insight. We are excited to work closely with Steve and the wider team as they pursue the next phase of expansion in the UK and internationally.