Liverpool's Branded Reality scoop seed investment

Liverpool-based mobile technology specialists, Branded Reality have secured seed equity investment.

The North West Fund for Digital & Creative has provided funding to allow them to grow.

Branded Reality integrate mobile technology with advertising campaigns, enabling brands to put free samples into the hands of consumers.

The user can request samples from their mobile device, prompted by physical campaign elements such as posters or magazines, and then feeds intelligence back to brands.

The Company was founded by CEO Paul Finnegan, development director Omar Saeed, and US sales director Ian Smith. The investment will finance further development of the technology and marketing of the service.

Mr Finnegan said: “Brands are always looking to improve the return on their huge investment in sampling. We believe that our innovative technology provides an attractive new channel for them to distribute samples that will enable them more precisely to target more engaged consumers and provide better quality feedback.”

Joanne Evans, investment manager, AXM Venture Capital, which manages The North West Fund for Digital & Creative, said: “We are delighted to be able to invest in Paul, Omar and Ian, because they have a great combination of sales, technology and digital marketing talent that will be focused on taking a share of a huge market both in the UK and the US.”

The North West Fund for Digital & Creative is part of The North West Fund and is financed by the European Regional Development Fund and the European Investment Bank.

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