Advertising and Data heavyweights invest in ProQuo AI

Posted on February 23, 2021

Updated on February 23, 2021

2 min read time


Advertising agency Mother and data platform Dynata are the latest companies to invest in ProQuo AI; the ‘Brand Management as a Service’ platform for challenger brands. 

The company will use the £5m investment to fund an ambitious stage of growth, building towards a planned Series A funding round later in 2021. 

Launched in 2019 by Nadim Sadek, ProQuo AI is an always-on brand management platform run on artificial intelligence. Relied upon by a community of brands - including Seedlip, Tony’s Chocolonely, Lucky Saint and Pact Coffee - ProQuo AI conducts daily data collection to understand people’s feelings and thoughts on brands and their competitors. 

Real-time analysis of this data combined with artificial intelligence produces custom action plans Brand Managers can follow for sure-fire brand growth. 

“We are able to give Brand Managers confidence that marketing investments will lead to positive outcomes for their brands” says Nadim Sadek, Founder & CEO ProQuo AI. “We know that when humans and AI work strongly together, it’s always more successful than either working alone.” 

ProQuo AI revenues grew 260% in 2020 and will reach an ARR of £2m in July 2021. In the past year the ProQuo AI team has more than doubled to over 80 with offices in the UK, US and South Africa.

On the reasons behind the investment, Michael Wall, Global CEO, Mother commented:We believe that ProQuo’s unique approach to AI-powered brand management can generate more positive results for our clients’ brands and businesses. It offers both a real-time understanding of a brand’s position and nuanced directions for actions that need to be taken for success.

Michel Guidi, Managing Director International, Dynata saidThe future of customer engagement will be based on real-time, primary data that comes from consumers interacting with brands; this is the foundation of ProQuo’s system. Dynata is innovating with ProQuo to build a new primary data sourcing machine capable of programmatically delivering daily direction to brands ensuring they can invest in positive marketing actions. The scale and depth of our first-party data assets, the industry’s largest, provides a reliable and high-quality source of fuel for ProQuo’s innovative approach to managing brands via AI software.”




About ProQuo AI

ProQuo is the world’s only Brand Management as a Service platform, offering AI Brand Management. Launched in 2019 by Nadim Sadek, its current CEO, it developed its unique ‘Analysis & Action’ IP with over 1,000 brands across more than 85% of the world’s spoken languages. Coming out of beta in early 2019, it has offices in London, New York, Philadelphia and Johannesburg. In 2020, ProQuo revenues grew 260% and will reach an ARR of £2m early in 2021. In the past 12 (Covid) months, the ProQuo team has grown 130% to over 80, and since June 2020, ProQuo has raised £7.5m to fund this growth.


About Mother

Mother is one of the world’s most respected, independent creative companies, and sits at the heart of advertising, experiential, digital, design, and product development. Starting life around one table with three people, all of whom shared the washing up. Twenty odd years on, Mother has offices in London, Los Angeles, New York and Shanghai, working with iconic brands that include KFC, Stella Artois, IKEA and Target.From fast moving retailers and brands with global scale, to local jewels with local needs; Mother create ideas that are embraced by popular culture and deliver more powerfully as a result. Mother ultimately exists to attract the most creative minds in the world - this includes clients.

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About Dynata

Dynata is the world’s largest first-party data and insights platform. With a reach that encompasses over 62 million consumers and business professionals globally, and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. The company has built innovative data services and solutions around its robust first-party data offering to bring the voice of the customer to the entire marketing continuum – from strategy, innovation, and branding to advertising, measurement, and optimization. Dynata serves more than 5,500 market research, media and advertising agencies, publishers, consulting and investment firms and corporate customers in North America, South America, Europe, and Asia-Pacific. Learn more at

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