London-based venture capital firm Media for Growth (MFG) is seeking to invest a $75m fund in early-stage companies with ambitions to build and scale in the US market.
The firm, which counts functional drinks brand Trip and Swiss functional wellness brand KA-EX among its recent investments, offers a media-for-equity model.
MFG aggregates inventory across a network of media partners and markets, spanning streaming, television, out-of-home, radio, print, digital, cinema and experiential activations.
It is investing across food and beverage, beauty and personal care, pet, wellness and consumer technology, with a focus on companies reshaping large legacy categories around changing consumer behaviours.
The firm has more than $75m in media assets to invest in US-based businesses and international brands planning to launch in the US.
“Incumbents have decades of accumulated brand equity,” said MFG founding partner Diana Florescu. “Emerging brands often have the product and distribution but not the media resources to close that awareness and trust gap. MFG changes that equation.”
MFG added it provided companies with planning and creative production expertise, helping decide how to spend the media investment with each strategy built around unique growth priorities, from regional or national awareness to retail expansion and customer acquisition.
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