Stay informed with free updates
Simply sign up to the Media myFT Digest — delivered directly to your inbox.
A global media buying and marketing agency will be launched aimed at start-ups and smaller tech businesses backed by media executive Marc Boyan and Founders Forum boss Brent Hoberman.
Miroma Founders Network (MFN) will deliver services similar to those provided by larger advertising agencies, but tailored for entrepreneurs and high-growth start-ups that can struggle to afford help with marketing.
MFN will also target other venture and private equity-backed companies at all stages as well as small businesses more broadly, including with help fundraising as well as driving sales.
The joint venture comes as start-ups are struggling to raise new rounds of cash because of the venture capital market slowdown and uncertain economic backdrop, which has caused an increase in business failures.
MFN said that it would help small businesses and start-ups increase their marketing competitiveness. MFN will initially offer services in the UK, US and Asia-Pacific regions.
Boyan is founder and chief executive of UK-based Miroma Group, which owns a number of media and marketing groups including a tie-up with actor Idris Elba and a majority stake in Buzz 16, the content company launched in 2016 by footballer Gary Neville.
Boyan said that the joint venture was “uniquely placed” to support the market for start-ups.
The group is expected to use relationships and connections through the Founders Forum, a group of businesses that aims to empower entrepreneurs, and through Hoberman, the founder of Lastminute.com, the online travel and leisure retailer, who is well connected in the tech world.
Hoberman said that MFN “will bring critical media-buying and marketing communications services to scaling founders who need a tailored approach, particularly as many navigate the challenges of today’s fundraising landscape”.
The company will have a team in place to offer marketing consultancy, communications planning, and media planning and buying, as well as the review and implementation of data and analytics infrastructures.
MFN will also work with the Founders Forum’s creative and brand agency, Founders Makers, its executive search firm, Founders Keepers, and full-service law firm, Founders Law.
Boyan has his own venture capital group, Miroma Venture, which in the past has been linked with a bid to acquire Channel 4 after the government considered the prospect of privatisation last year. Boyan has also registered his interest in a potential bid for the Telegraph newspaper.
