Social media agency Populate Social has been acquired by a global marketing company for an undisclosed sum. The company was bought by Mission Group, a UK-wide collective of creative agencies.
Populate will continue to operate independently following the buyout, retaining its brand and identity but forming under the newly created Mongoose Group of agencies within Mission. Populate founder Dan Simmons will remain as managing director with no changes to the leadership team in the business.
The Cardiff-based firm covers all things social media, including community management, content and paid social advertising. It works with clients across a range of sectors including elite sport, e-commerce and tourism. Notable projects include work with Paris Fashion Week, Kingsman 2 Movie and Cardiff University.
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Mr Simmons said: "I started Populate after graduating from Cardiff University when I was 22, it has certainly been a steep learning curve over the last seven years. From a business that began with just me, to being acquired by a listed business that spans 17 agencies, it's been a process."
“After seven years of growing Populate I am delighted to have found the right partner with Mongoose Group to elevate the offering and bring our social media specialism to a global roster of brands and rights holders in the world of sports and entertainment.”
He added: "I am genuinely excited and passionate about what this opportunity can bring to Populate, the team and myself. It gives the business the platform in which to continue growing and will hopefully accelerate our journey even further. The Mission feels like the right partner to support this journey and I am hopeful it can bring some great opportunities to Cardiff."
Chris O’Donoghue, chief executive at Mongoose Group, said: “We are thrilled to welcome Dan and the Populate teams to the Mongoose and MISSION Group family. Populate will transform our social delivery as part of all our integrated client campaigns.
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