Cambridge, UK. November 26th 2015
Affective Logic has closed its funding round on SyndicateRoom, overfunding to 111% of its target after securing £387,247 of investment. Dr. Thorsten Roser and SyndicateRoom members invested in the company after its innovations in semantics produced outstanding results for clients.
Affective Logic, which helps large companies conceptualise, plan, design, produce, deliver and monitor campaigns across multiple suppliers and markets, was created alongside leading advertising agencies, McCann and Martin. It operates in the fast-growing marketing technology sector, which is expected to grow in value from $22.6 billion in 2015 to $32.3 billion in 2018 – a 43% increase.
The software uses innovations in semantics. By anticipating how its users think and work, the product, Affect, can improve their relationships with technology and ease the entire marketing process. The company will use two variants of the product to target two main market sectors. Funds raised through SyndicateRoom will, in part, be used to develop the SaaS variant of Affect.
Advanced discussions with two large agencies are currently underway. Affective Logic has already served numerous paying customers, including General Motors, Aldi and Manpower Group. So far, it’ s been proven to deliver substantial benefits; for example, General Motors claimed that Affect helped the company save 30% on the operational costs of engaging a pair of agencies to develop and deliver the company's marketing campaigns.
Caroline Denham, Senior Account Director at McCann, said, ‘ When our clients first saw Affect, it was unlike anything they had seen before. It is so intuitive and easy, and brought everything we needed from many systems in one place. It is a brilliant concept’ .
The round was led by Dr. Thorsten Roser, who has a background in innovation and technology, as well as Charles Street Securities Europe LLP. As per SyndicateRoom’ s unique, ‘ investor-led’ model, SyndicateRoom members invested at the same share class and price per share as both CSS Europe and Dr Roser. Since launching its campaign on SyndicateRoom’ s platform, Affective Logic has been listed in the UK’ s IP Top 100 League Table. Capital from investors will be used to launch and maintain the SaaS version of Affective Logic’ s technology, while accelerating marketing efforts for the server edition in Europe and the US.Dr.
Thorsten Roser, lead investor, said, 'The key indicator for me, before I invested in the company, was to see that there was an outstanding, rapid take-up of the product'.
Gonçalo de Vasconcelos, CEO and co-founder of SyndicateRoom, said, ‘ When we first looked at Affective Logic, it was the feedback from its impressive clientele that really “wowed” us. SyndicateRoom is well known for its curated approach to selecting deals, but it was that feedback, combined with the anticipated growth in market value, that grabbed the team’ s interest’ .