Toronto’s BrandProject Creates, Invests in New Company, TUNED Brands Inc.

triangles_traffic1_long

Toronto-based BrandProject, a “company creation studio” that builds, buys and makes seed stage investments in “disruptive consumer products” has made an investment into TUNED Brands Inc., a digital search agency with offices in New York City and Toronto.

According to the two organizations’ websites, BrandProject’s CEO Andrew Black is also TUNED’s Chairman, BrandProject’s cofounder Jay Bhatti is also TUNED’s managing partner and BrandProject’s CMO Andrew Bridge is also TUNED’s CMO.

The figures of the deal were not reported by BrandProject.

TUNED is a digital search agency that helps brands maximize their SEM & SEO investments and maximize ROI. TUNED has worked with global brands including Barneys New York, Nike, Virgin, Microsoft and Diageo.

“TUNED is focused on digital search. That’s what we do and that’s all we do,” said TUNED’s Ankur Jain. “We have managed over $60 million in SEM spend for our clients and sustained 6X ROI on an ongoing basis. We’re excited to partner with BrandProject as it will help us take our business to the next level.”

BrandProject launched back in January, with a mission to make equity investments in “disruptive Internet-enabled consumer products and consumer services businesses.”

In August 2013 the firm closed a $12 million funding round from over a dozen angel investors. Based in Toronto and New York City, the company invests in and mentors companies, while incubating products and brands internally, as well. It’s primarily backed by BDC Venture Capital.

“We see strong growth potential for TUNED,” said Andrew Black, Founder and CEO of BrandProject and Chairman of TUNED. “The team has a proven track record building online businesses, and we plan to turbocharge their growth. This is BrandProject’s first investment in a platform business which will also help to grow our existing and soon to launch businesses.”

BrandProject’s Andrew Black previously headed up Virgin Mobile in Canada.

Joseph Czikk

Joseph Czikk

Joseph Czikk is Managing Editor at Betakit. Prior to Betakit Joseph wrote for the National Post, Montreal Gazette, Vancouver Sun, Regina Leader Post, Techvibes and BC Business Online. Joseph often goes crazy on twitter during NHL and NFL games.