BGF, one of the largest and most experienced investors in the UK and Ireland, has announced a strategic investment in leading marketing and brand agency BWP Group.
BWP specialise in elevating destination assets, which include shopping centres, retail outlets, and leisure and entertainment venues.
BWP has also announced the appointment of seasoned media and marketing professional Pete Edwards as chairman. He’s previously held various leadership roles, including CEO of Spark Foundry.
Richard Beasley, CEO at BWP Group, commented: “Today marks a new chapter for our business, which will enable us to further strengthen our offering for our current and future clients.
“The investment will also allow us to pursue further strategic M&A opportunities to expand our services and deepen our expertise as we continue setting the standard for strategic, results-driven marketing solutions that align creative intelligence with commercial impact.”
Matthew Connor, Investor at BGF added: “BWP has established itself as the leading agency for destination assets, bringing a unique blend of creativity and commercial insight to every customer.
“We are excited to support the team as they enter this new growth phase, expanding their reach and capabilities while retaining their resolute focus on client outcomes and commercial success.”
Founded in 1995, BWP has achieved strong organic growth, establishing long-term partnerships with premier destinations, including Trafford Centre, Eldon Square, Lakeside, Livingston Designer Outlet, The Boulevard, Gravity, IKEA and Karcher.
Working alongside global pension funds, fund managers, asset managers, and property managers, BWP focuses on driving growth and enhancing asset values.
By seamlessly blending creative intelligence with strategy, BWP delivers measurable commercial results, leading to increased foot traffic, revenue growth, heightened brand awareness, enhanced customer engagement, and improved conversion rates.
The investment from BGF will support BWP in investing in its people, expanding service offerings, and enhancing strategy, branding, digital marketing, social media, PR, and experiential marketing capabilities.
The deal was led by Matthew Connor, Alex Snodgrass, Alex Chang and Adam Philippsohn, all of whom are part of BGF’s London team.