Osborne Clarke advises Mobeus on £15.8m investment into AI-powered brand consultancy, G=mc²

International legal practice Osborne Clarke has advised Mobeus on a £15.8m majority investment into G=mc², an AI-powered brand strategy and insights consultancy.

Headquartered in London and operating internationally, G=mc² provides technology-enabled, strategic consultancy to owners of leading global brands, including Unilever and Danone. The business is positioned to benefit from strong market tailwinds, as leading brands increasingly invest in data-driven decision-making and are able to derive intricate cultural insights from social media. This is powered by a proprietary AI platform – Visible – which helps clients understand what consumers are thinking today and how to position and innovate their brand for the future.

“Mobeus’ investment in G=mc² underlines the increasing value that global brands are placing on AI-enabled, data-driven insights to power strategic growth. This unique deal brings together an ambitious management team, a differentiated technology platform and a sponsor with a strong track record in scaling people-focused, tech-enabled businesses. At Osborne Clarke, our cross-practice team was well-placed to support Mobeus on this important strategic move.”

Seamus McKimm, Partner, Osborne Clarke

The Osborne Clarke team advising Mobeus was led by Partner Seamus McKimm, with support from Associate Director Lottie France, and Associate Demi Joannides. The core deal team was supported by  Partner Michael Carter, and Senior Associate Natalie Paddock on Incentives, Associate Jonathan Ford on Employment, and Partner Mathew Oliver and Senior Associate Rosie Vince-Brown on Tax.

Osborne Clarke’s private equity team is a trusted adviser to financial sponsor clients on domestic and cross-border transactions, with particular strength in the mid-market. Advising across the full investment lifecycle, the practice supports platform and bolt-on acquisitions, through to refinancings and exits, and brings significant experience in management incentive arrangements, complex deal structures and buy-and-build strategies across key sectors including technology, retail and consumer, financial services and infrastructure.