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Media for Growth (MFG) is a venture capital firm founded in 2022, headquartered in London, UK, with an additional office in California, USA. The firm focuses on growth-stage consumer brands, utilizing a unique media-for-equity model that allows startups to access premium media channels without the immediate need for cash. MFG pools over $50 million in media credits, enabling brands to enhance their visibility and customer acquisition through strategic media investments.
Since its inception, MFG has established a portfolio of 24 companies across 10 countries, demonstrating its global reach and commitment to supporting innovative consumer brands. The firm has gained recognition as a pioneer in the media capital model, positioning itself as the first global media capital alliance. MFG's approach aligns its success with that of the brands it supports, fostering a collaborative environment that drives growth and visibility.
MFG invests in growth-stage consumer brands across various sectors, including consumer, commerce, media, and artificial intelligence. The firm typically writes checks ranging from $1 million to $5 million, providing not only capital but also strategic media support in exchange for equity. This investment strategy is designed to align with the success of the brands, allowing them to leverage diverse media channels such as TV, streaming, out-of-home (OOH), digital, print, and radio to enhance their market presence.
The firm seeks to partner with brands that demonstrate strong growth potential and innovative approaches to customer acquisition. MFG's media-for-equity model enables startups to utilize advertising and media inventory as a form of capital, which is particularly advantageous for direct-to-consumer (DTC) brands where media spend is a primary growth lever. This unique approach allows MFG to support brands in achieving their customer acquisition goals without the burden of upfront cash expenditures.
MFG's portfolio includes a diverse range of companies that exemplify its focus on growth-stage consumer brands. Notable portfolio companies include:
In addition to these current investments, MFG has achieved notable exits, including the successful public listing of Camplify on the Australian Securities Exchange (ASX: CHL), a marketplace for camping and caravan services. The firm continues to expand its portfolio, which now includes 24 companies across various sectors such as food and beverages, healthcare, and consumer goods.
Diana Florescu — Founder; a serial entrepreneur recognized as a Forbes 30 Under 30 honoree. She has extensive experience in media and consumer brand investments, leading MFG's innovative approach to media capital.
To pitch Media for Growth, founders should visit the pitch URL available on their website. It is essential to include a comprehensive overview of the brand's growth strategy and how media capital will be utilized. MFG prefers detailed decks that outline the brand's vision, market opportunity, and expected outcomes from the media investment.
Response times may vary, but founders can expect to hear back within a few weeks. Warm introductions are beneficial, but not mandatory, for submitting a pitch.
In March 2025, Media for Growth announced its expansion into the US market alongside a $30 million raise in media credits. This expansion marks a significant milestone for the firm as it seeks to increase its footprint in the consumer brand space.
In 2025, MFG made its first US investment in LA Golf, providing up to $5 million in media capital. This investment was distributed through Sinclair's network and digital properties, showcasing MFG's commitment to leveraging media partnerships for brand growth.
What are Media for Growth's investment criteria?
MFG focuses on growth-stage consumer brands that can benefit from media capital and strategic support. They look for innovative companies in sectors like consumer, commerce, media, and AI.
How can I pitch Media for Growth?
Interested brands can apply for investment through the pitch URL provided on their website. It is recommended to include detailed information about the brand's growth strategy and how media capital will be utilized.
What makes Media for Growth different from other investors?
MFG operates on a media-for-equity model, allowing brands to access premium media channels without upfront cash. This unique approach aligns the firm's success with that of the brands they support.
What is the geographic scope of Media for Growth's investments?
MFG invests globally, with a particular focus on the United Kingdom and the United States, but they also have portfolio companies across 10 countries.
What is the typical check size for investments?
MFG typically invests between $1 million and $5 million in each brand, providing substantial media capital to support growth initiatives.
What kind of post-investment support does Media for Growth provide?
MFG offers tailored media support and strategic guidance to its portfolio companies, helping them leverage media assets effectively for customer acquisition and brand growth.
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