It’s not often you hear of a media agency going out and acquiring a venture capital fund. But in February, independent shop MNC bought Grwth, a VC fund with a focus on consumer brands.

Luke Bristow, who has been MNC’s CEO for nearly a year, told The Media Leader at the time of acquisition that the model gives MNC skin in the game with clients.

“It’s a great way for us to not only have an exciting external-facing proposition, but actually for us to put our money where our mouth is,” he explained.

Now, a few months after the deal closed, Bristow catches up with Jack Benjamin to discuss how it has changed the strategy for MNC and how the agency now approaches clients.

In a wide-ranging conversation, the pair also speak about the rapidly changing media agency landscape, where indies see opportunities for disruption and what consolidation among holding groups means for advertisers.

Highlights:

1:28: Bristow's background and belief in the indie proposition

12:03: The strategy behind acquiring a VC fund

24:10: How the client proposition has changed

37:01: The current agency landscape: principal media, consolidation, opportunities for indies

50:13: Becoming a talent incubator amid industry lay-offs

Related articles:

Why MNC is kicking off an acquisition drive by buying a VC fund

AI and curation are the media agency evolution imperatives

Uncertainty and soft guidance as holding groups struggle for growth in Europe

GroupM to retain agency brands as ‘client service brands’

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Thanks to our production partners Trisonic for editing this episode.

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