Mr Youth lands private equity funding

US-- Two private equity groups have invested in New York-based social marketing and consumer insights agency Mr Youth.

Alta Communications and The Mustang Group have pumped an undisclosed amount of funding into the business, which maintains a 100,000-member community called RepNation.

Brands can use RepNation to find out about their customers, develop product ideas and kick-start word-of-mouth marketing campaigns.

Clients of the agency include Microsoft, Kimberly-Clark, Macy's, Ford and JetBlue Airways.

Following the completion of the investment deal, Mr Youth founder and president Matt Britton has become CEO. He is supported by two managing partners – Brandon Evans, who heads up strategy and services, and Doug Akin, who is in charge of sales and brand development.

Britton said: “It really says a lot that these firms want to invest in Mr Youth at a time when many companies are struggling to survive, let alone get adequate funding. We feel strongly that we have created a new agency model, which has developed from necessity in marketing to a new breed of consumers empowered by social technologies.”

Author: Brian Tarran