The Business
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.
The Deal
Mobeus invested £15.8m for a majority stake in G=mc2, to fund continued expansion and international growth. As part of the transaction, Mobeus introduced a new Chair and CFO to the business, to support G=mc2 growth strategy and operations.
The Plan
With Mobeus’s support, G=mc2 plans to expand internationally, with the opening of a US office to unlock new customers and opportunities. Additionally, growth will be driven by expanding delivery capabilities and client relationships, through strategic new hires. To support this growth, investment in systems and processes will bring structure to marketing, BD and account management to support scalability across a larger client base.
