Welcome back to our community newsletter - a monthly round-up on the latest investments, events, resources, and must-reads in the media capital ecosystem.
New Google study on measuring the effectiveness of your marketing campaigns
Key takeaways from our London Investor Event (spoiler: omnichannel for the win!)
MFG partners with Particle6 Productions to help brands with branding and creative support
Meet us in NYC for the MFG Consumer Investors Showcase and Networking Drinks on May 22 (on the MetLife Terrace)
We've been saying it time and time again: Brand advertising is the way to go. Now Google says it, too...
Last month, Google published a study called "The Effectiveness Equation", which breaks down (quantitatively and qualitatively) just how to understand the full impact of your marketing strategy and prove it to the rest of the company.
And the key insights directly feed into what we've been prescribing:
Marketing returns during months 5-24 are equivalent to those of the first four months.
For e-commerce brands, media effectiveness peaks when 40-60% of the investment goes to brand building.
There is a clear link between brand strength and pricing power, with strong brands consistently commanding prices up to twice those of weaker brands.
Many businesses treat marketing as an operating expense to be cut during economic downturns. However, regaining lost market share typically requires a disproportionate reinvestment - approximately $1.85 for every $1 initially saved
We partnered with Particle6 to help brands with branding and creative support
Today, we announced our partnership with Particle6 Productions, the award-winning AI creative studio behind high-performing campaigns for Deliveroo, Hearst, and Amazon Prime. They've built incredible AI tools and processes that make high-impact, cost-effective creative more accessible than ever.
Our collaboration with Particle 6 is a testament to what we’re building: a global platform for scaling consumer brands. That also means going beyond just investing advertising space by offering in-house media planning for independent strategy & support, and adding value through creative & measurement partners like Particle 6.
This partnership comes just in time for our NYC MFG Fast-Track (May 19–22) — our flagship sprint where selected brands receive $1–5M in media credits and scale with MFG’s partners. Applications for the MFG Fast-Track in NYC close on April 17th.
Last week, we hosted another MFG Investors' Roundtable, this time in London, inviting a select group of investors to discuss strategic capital solutions for consumer brands and how investors can play an active role in supporting founders with one of their biggest expenses - marketing.
The key takeaway? Investors want to see omnichannel strategies that prioritise long-term brand equity over short-term wins; and using equity to fund sales and marketing is a poor use of that capital, which is even more pronounced now given the capital constrained environment!
Here are a few other things we learned:
TV’s reach and flexibility - are often underestimated—there’s a need to re-educate the market about what modern TV advertising can deliver.
Education is still needed - many startup founders lack awareness or knowledge of brand advertising how to use media capital effectively
Creative routes to growth are critical now. Investors seek to give the company a balance sheet to invest in growth, so it can preserve or reallocate its capital to other areas, such as product or operations.
Meet us in NYC for the MFG Consumer Investors Showcase and Networking Drinks on May 22
Get ready to flip the script on fundraising - in NYC! This May, MFG’s flagship event brings together top consumer investors, bold founders, and media partners for an evening of pitches, conversations, and new connections.
Join us on a New York City rooftop as 15 handpicked funds pitch you - the founder. Drinks, skyline views, and the chance to meet the right people.
If you’re a Series A+ consumer startup currently fundraising or looking to fundraise in the next 6-9 months, you simply cannot afford to miss this event!
How to Build Culturally Relevant Brands That Scale – with Federico Cucchi, VP of Commercial Strategy at Monster Energy
This episode explores how brands can use data and insights strategically as they scale, the right balance between brand advertising and digital channels, and why a smart, omnichannel strategy is more critical than ever.
Federico has spent years navigating the intersection of brand strategy, media, and corporate strategy for some of the largest consumer brands, including L’Oréal and Pentland Brands.
Beyond the corporate world, he’s also a founder, having launched three startups, and an investor, advising venture capital funds and making seed-stage investments.
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