UK lower mid-market firm Key Capital Partners (KCP) has backed performance media agency MC&C.
The £6.6m (€7.5m) investment, for a “material minority stake”, is the third from KCP’s latest fund.
MC&C offers media buying and business analytics services. It operates on a preferred partner basis, with 19 partners giving the company a global reach. The company’s clients include Unicef and WaterAid.
MC&C intends to use the funding to invest in operational technology, new hires, bolt-on acquisitions and international expansion.
KCP partner Mike Fell will join MC&C’s executive board, which also comprises founder Mike Colling, executive chairman of MC&C London Steve Booth, UK managing director Mark Jackson and deputy managing director Robin Trust.
“MC&C have a unique approach to media investment management that we believe can drive growth for any business. This expertise simply doesn’t exist in the independent sector and we see huge potential for future growth,” said Fell.