ICP

Business Description

ICP is global marketing services consultancy headquartered in London with offices across Europe, Asia, and North and South America. The business provides digital marketing, digital asset management services, creative production and consultancy services to global brands, such as Mars, Unilever, Coca-Cola, Diageo, Warner Bros. and CVS Aetna, supporting them to deliver their increasingly complex multi-channel marketing strategies.

Background

We are backing Christopher Grakal, CEO, and his team, to accelerate the firm’s exceptional growth journey.

The investment was funded from NorthEdge’s £125m SME Fund and was led from the Midlands office by Investment Director Kevin O’Loughlin, supported by Partner Andy Ball, as well as Andrew Skinner, Ellie Wood and Mike Craven. Kevin O’Loughlin will join the ICP board on behalf of NorthEdge, with Bernie Segal joining as Non-Executive Chair.

ICP is another business services investment in our portfolio that operates in an emerging and exciting market, with huge potential for growth and innovation. The e-commerce channel continues to grow in importance and, by extension, has increased the requirement for brands to adopt a multi-channel marketing strategy. ICP is well equipped to support brands with such strategies, and we are looking forward to working with the team to continue to grow the business internationally over the coming years.

Strategy

With our support, ICP will expand its existing client base, building on its reputation as a market-leading provider of consulting and managed services in the marketing and creative operations space.

ICP is committed to leading innovation in the market and our investment will help the business to launch new services, and upscale its team to support the delivery of the growth plan. The business will continue to place strong emphasis on the development of its people, supplementing this with a number of diversity, equity and inclusion initiatives to attract and retain the top talent in the market.

Christopher Grakal, CEO of ICP, said: “We’ve delivered a strong track record of growth over the last few years, including in the US, and we want to maintain this momentum. For us, finding the right partner for our next phase of growth was critical, and from the outset it was clear that the NorthEdge team understood our business and the market in which we operate.

“Alongside that, NorthEdge has an impressive track record of investing in businesses and supporting them on their growth journey whilst maintaining a strong focus on people and culture, so I am confident they are well placed to help us execute our ambitious plans and I look forward to seeing where the partnership takes ICP over the next few years.”

Sector Business Services
Location London
Deal Type MBO
Investment Date December 2021
NorthEdge Contacts Kevin O’Loughlin

NorthEdge has an impressive track record of investing in businesses and supporting them on their growth journey whilst maintaining a strong focus on people and culture, so I am confident they are well placed to help us execute our ambitious plans and I look forward to seeing where the partnership takes ICP over the next few years.

Christopher Grakal, CEO of ICP