Livity receives £1.5m in funding to facilitate growth in its youth led marketing ambitions
Independent youth marketing agency Livity is set to accelerate its growth ambitions and enhance its specialist agency offering following a £1.5m social investment fund from Impact Ventures UK.
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The social enterprise agency, whose clients include Google, Unilever, Barclays and Channel 4, will use the funding to strengthen its strategic expertise, develop new agency products and services, create a youth-led innovation team and run a social impact report.
Livity will also be scaling its international youth audience ownership through the launch of a new publishing offering, which will see the creation of a suite of youth co-created social content channels. The 'Made By Livity' multi-platform network will be overseen by Livity’s current executive creative director, former Dazed editor, Callum McGeoch who takes on the newly created role of publishing director.
The network of wholly-owned and partnered channels will provide brands and clients with access to mass youth audiences and give young people opportunities to train in creative, production, community and channel management and social data analysis.
Liam Black, member of IVUK’s investment committee, said: “Livity is one of the best chances for young people in London to get inspired and change their lives. We are delighted and honoured that Michelle and Sam have chosen to partner with IVUK to scale their business and purpose. We look forward to many years of productive collaboration in the interests of young people.”
Michelle Morgan, chief executive and co-founder of Livity, added: “We’ve been proving that a purpose-led agency offering has a clear place in the sector for 15 years. Now, with IVUK as our investor partner, we are ready to scale our model and purpose to have much greater impact.
“The agency model needs to evolve, and with purpose and young people at our heart, we are best-placed to grow in ways that will ensure we continue to give clients the very best youth-led insights and access. This will in turn lead to deeper, more meaningful solutions for them and work that truly works.”
Earlier this year Livity appointed Brave’s innovation strategist Felix Morgan as its new senior strategist and innovation lead in an effort to strengthen Livity’s offering to advertisers, which is predicated on its understanding of younger consumers.