LDC invests £30m in Croud

The firm has backed the existing management team in this transaction. LDC's head of London Yann Souillard and director David Andrews will join the board of non-executive directors.

Due to the company's employee benefit scheme, £8m of the investment will go to the agency's staff, according to a report by Campaign US. The remaining capital will fuel further geographical and product expansion.

Company
Founded in 2011, Croud's technology supports planning, automation and execution of digital marketing campaigns. Based in London, the company operates offices in New York, Sydney and Shrewsbury and employs 185 staff. In its latest financial year, it generated £15.4m in revenue.

People
LDC – David Andrews (director); Joseph Fison (investment director); Dan Glouckman (investment manager).
Croud – Luke Smith (CEO, co-founder).

Advisers
Equity – CMS (legal); CIL (commercial due diligence); BDO (financial due diligence); KPMG (financial due diligence); Results International (corporate finance).
Company – GP Bullhound (corporate finance); Buzzacott (financial due diligence); Taylor Wessing (legal).

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• Topics
• Expansion
• UK / Ireland
• Consumer
• LDC
• Minority investing
• United Kingdom