HMT LLP advised London-based creator of digital, social media content for brands The Hook Group on their Series A fundraising. Seneca Partners invested to support the business.
Launched in 2014, The Hook Group has rapidly grown into one of the largest youth media groups globally on social media. The group is made up of three divisions that create content for, market brands or sell products to the youth market – The Hook, The Hook Labs and social commerce.
The Hook is one of the largest youth publishers on social, providing an entertainment and comedy channel known for standout original content covering core popular culture topics. Following The Hook’s success, the group moved to help brands standout on social too by launching The Hook Labs, an award winning social media agency and content studio. In 2017, The Hook Group added to their portfolio with a growing commerce division that is building popular retail brands who sell via social.
Seneca Partners invested in The Hook Group to support their ambitious growth plans.
HMT, led by Charles Laughton, acted as lead advisors to the shareholders of The Hook Group on this transaction, identifying the right funding options, negotiating terms and advising the business through to a successful deal completion.
Andrew Fidler, Partner & Co-Founder of The Hook Group commented:
“HMT were invaluable in sourcing the necessary funding, structuring and negotiating a deal which provided a great outcome for all parties. Their professionalism and expertise ensured we found the right funding partner to reach our growth ambitions and their hands-on approach helped us get the deal done.”
Charles Laughton commented:
“We are delighted to have advised Andrew and The Hook Group on their Series A investment round. Seneca’s investment will enable The Hook to build on its success as a content creator, with plans to focus its attention towards longer form content, such as short documentaries and TV mini-series. We look forward to working with them in the future.”