Apiary invests in MediaSense

Apiary invested alongside the management team. The GP said it would support MediaSense's international growth plans, particularly in Asia and the US.

Apiary is currently deploying its debut fund, Apiary Capital Partners I, which closed on GBP 200m in 2018.

London-based Apiary was formed in 2017 by Mark Salter, previously a senior partner at Bowmark Capital where he spent 16 years investing in UK lower-mid-market businesses. He was joined by partner Nicki Boyd, formerly of Inflexion Private Equity, and partner and chief operating officer Nikola Sutherland, previously of Bowmark Capital. Origination is led by Rob Simpson, who previously held roles at Sovereign Capital and August Equity.

Company
Founded in 2009, MediaSense is a London-based media advisory business with a particular focus on digital communication. It manages USD 15bn's worth of media expenditure on behalf of its clients. Retained earnings grew to GBP 5.5m in 2020.

The company employs 80 people across three offices in the UK, the US and India.

People
Apiary Capital – Dan Adler (partner).

Advisers
Equity – Browne Jacobson (legal); Dow Schofield Watts (legal).
Company – JEGI Clarity (corporate finance); Osborne Clarke (legal).

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