Miroma Group
590 employees on LinkedIn · 1 known investors
Miroma Group operates a network of specialist marketing businesses spanning media, digital, and production, using data, creativity, and technology to serve brand clients. It functions as a global, AI-supported marketing platform working with major consumer brands.
Also known as Miroma · The Miroma Group
Investors · 1
Company profile
researched Aug 2026Miroma Group is a marketing group headquartered at Elsley Court, 20-22 Great Titchfield Street, London, that brings together a portfolio of specialist businesses across media, digital, content and production disciplines. The group describes itself as a global, AI-powered marketing platform combining data-led thinking, creativity and technology for brand clients, and says it invests in talent, technology and creative automation to support execution at global scale.
The group's operating companies include Attentive, Buzz16, Dewynters, Fold7, Hyperactive, Maker Lab, Miroma Founders Network, Miroma Outcomes, Miroma Project Factory, MX Location, Multiple, Newman Displays, Raven, Sold Out, SpotCo, Story House and Twelve.AM. Specialisms represented span theatre marketing (Dewynters, SpotCo), out-of-home (MX Location), sports programming (Buzz16) and entertainment (Multiple). Miroma Ventures is the group's private venture arm, focused on venture and growth-stage consumer brands and media platforms, and is described as founded in 2004 with a portfolio that has included Limitless Travel, Bruvi, BelliWelli, Nested and Empirical.
Marc Boyan is founder and CEO of Miroma Group and Miroma Ventures. The group reports approximately 800 people, around 350 clients across its companies and presence in 13 markets.
Business model
Miroma Group operates as a holding and investment group for marketing services businesses, using an incubate, invest and acquire model. It takes stakes in or acquires agencies and then supplies strategic guidance, operational and commercial support and access to its network of partners and clients, while its portfolio companies deliver marketing, media buying, creative and production services to brands. Miroma Ventures, the group's investment arm, additionally backs consumer brands and media platforms at venture and growth stage, pairing capital with marketing support.
Traction
The group reports approximately 800 people, around 350 clients and 13 markets. Recent portfolio activity includes launching entertainment agency Multiple (2024), the rebrand of Wake the Bear into Miroma Founders Network with investment from Founders Forum Group (2025), an exit from The Overlap (2026) and a majority stake in Ad Results Media (2026). Miroma Ventures is listed with seven portfolio companies.
Latest developments
Miroma Group announced the acquisition of a majority stake in Ad Results Media in 2026, and exited its investment in The Overlap in January 2026 after Global acquired a majority stake. In September 2025 James Charrington was named Chair of Miroma's theatre agencies Dewynters and SpotCo. Earlier in 2025 the group appointed Jean-Philippe Amos as Chief Growth Officer for EMEA and MX Location appointed Zoe Marden to lead investment.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Miroma Group presents itself as a challenger marketing group built from a network of specialist agencies rather than a single full-service agency, with roughly 800 staff, about 350 clients and operations in 13 markets.
The group emphasises a multifaceted investment strategy that seeks businesses with strong market positions or growth visions, natural synergies with existing group companies and shared interests with founders, and states a track record of integrating acquired assets to create tailored client offerings. Miroma Founders Network is positioned to give founders media-buying rates typically available only to much larger advertisers.
Technology
The group positions itself as an AI-powered marketing platform, investing in technology and creative automation alongside data and analytics capability. Services offered through Miroma Founders Network include review and implementation of data and analytics infrastructure and an AI consultancy offering.
Go-to-market
The group goes to market through its portfolio of specialist agency brands, each addressing particular disciplines and sectors, supported by group-level business development and cross-agency collaboration. It also uses joint ventures and partnerships, such as the tie-up with Founders Forum Group behind Miroma Founders Network, to reach founder-led and venture- or private equity-backed clients, and appoints senior growth leadership by region, including a Chief Growth Officer for EMEA.
Brand advertisers across consumer, entertainment and theatre sectors, plus startups, scaleups and venture- and private equity-backed businesses served by Miroma Founders Network. Client examples cited for the Wake the Bear/Miroma Founders Network business include Stripe, Marshmallow and Simba Sleep. The group reports approximately 350 clients across its companies.
Geography
Headquartered in London, with offices in New York, Beverly Hills (Los Angeles), Sydney, Singapore and Madrid, and further locations listed in Canada, France, Germany, Indonesia, Italy, Malaysia and the Netherlands. The group states it operates in 13 markets.
History
Miroma Group was founded in 2003. Its agency Wake the Bear was launched in 2018 with investment from Miroma Group. In November 2023 Miroma Group and Founders Forum Group launched a marketing services joint venture, Miroma Founders Network, providing global media buying and marketing communications to startups and scaleups. In July 2025 that partnership was extended when Founders Forum Group took a significant stake in Wake the Bear, which rebranded as Miroma Founders Network. The group launched entertainment agency Multiple in July 2024, exited its investment in The Overlap in January 2026 following Global's majority acquisition, and acquired a majority stake in Ad Results Media announced in 2026.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 13
launches, deals, and filingsMiroma Group acquired a majority stake in Ad Results Media (ARM); LBB reported the deal as Ad Results Media joining Miroma Group on 30 June 2026.
Miroma Group exited its investment in The Overlap following Global's acquisition of a majority stake in the business.
Dewynters and SpotCo, the Miroma-backed theatre marketing specialists, appointed James Charrington as Chair.
MX Location, Miroma's out-of-home specialist, appointed WPP's Zoe Marden to lead investment.
Founders Forum Group took a significant stake in Miroma Group's marketing and media agency Wake the Bear, which rebranded as Miroma Founders Network. Wake the Bear co-founders Richard Stanton and Toby Strangewood became CEO and Chief Strategy Officer, Ali MacCallum became Chief Growth Officer and Abi Morrish York was promoted to Managing Director, with Brent Hoberman and Marc Boyan as Executive Chairmen.
MX Location, Miroma's out-of-home specialist, named Susie McAvoy as its first UK Managing Director.
The two groups launched Miroma Founders Network, a joint venture providing global media buying, marketing consultancy, communications and media planning, and data/analytics services to startups and scaleups, serving founders globally with initial emphasis in the UK, US and Asia-Pacific.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Miroma Groupmiromagroup.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Miroma Group do?
- Miroma Group is a London-based network of specialist marketing, media, digital and production agencies operating in 13 countries.
- Who are Miroma Group's investors?
- Miroma Group's investors include Miroma Ventures.