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  • Rampersand, Startmate scores exit as US media co-marketing startup Picks up Brandcrush

Rampersand, Startmate scores exit as US media co-marketing startup Picks up Brandcrush

Startmate-backed marketing startup Fire crush was acquired by NASDAQ-listed media company Criteo five years after its launch.

The deal also marks an exit for Rampersand, Luxury Escapes founder Adam Schwab, and other investors including Nicky Jackson, Jane Martino and Sean Taylor.

Brandcrush was launched in 2018 by former Tribe sales director Matthew Hurle and marketing manager Teresa April. The platform connects brands and their events with small businesses, from cafes to gyms, salons and co-working spaces, for customer engagement. Aside from the support as part of the Startmate accelerator program, the company also raised $1 million in 2019.

The martech platform enables retailers and brands to manage media orders, inventory and supplier management across all media channels. It covers everything from in-store activations, such as digital screens, point-of-sale displays, to out-of-store activations, such as inbox sampling and attachments, and online activations, such as digital circulars, email, and social media.

Criteo’s retail media solutions include sponsored advertising, on-site display and off-site advertising.

Criteo GM of global enterprise Sherry Smith said the acquisition will enable the company to provide an omnichannel monetization solution for retailers to manage their media inventory.

“As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies need to be able to effectively plan, execute and measure their campaigns in an integrated way,” she said.

“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, enabling retailers to own their entire retail media ecosystem.”

Brandcrush CEO and co-founder Teresa Aprile said the merger with Criteo will create a highly effective monetization platform for retailers.

“With Criteo’s retail media customer base of 175+ retailers and nearly 1,800 brands – unlike any other in the industry – we are also leveraging their unique scale to really leverage the power of omnichannel across the advertising ecosystem,” she said.

Investors Paul Naphtali of Rampersand and Michael Batko, CEO of Startmate, were delighted with the company’s success.

“We are very happy for Teresa and her team. She is one of the most ambitious and tenacious founders we have had the pleasure of supporting and will continue to bring her vision to life as part of a larger machine,” said Naphtali.

“It’s also a solid outcome for its investors and we’re grateful for the tremendous effort from the entire Brandcrush team.”

Batko said incredibly excited for the Brandcrush team

“As a founder, you are building a company to solve a real customer problem, this acquisition will allow the team to have an even bigger impact faster to solve a real customer pain point,” he said.

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