Bridge F61: new AI-led diagnostic products for Private Equity

Welcome to the future

We have a house view at Bridge F61 that too often brand and marketing are an analogue redoubt in a modern digital world.

We see data in every aspect of our PE assignments but rarely come across an objective view of brand and marketing diagnosis or efficacy. In plain terms, that means there is often no common framework to judge the success of the largest discretionary spend in a company: the brand and marketing budget.

If we could codify the entire marketing stack into one Bridge F61 algorithm - and then measure that from outside a business - we could create a real-time data set for marketing across companies, sectors and even countries.

It would be, as one of the team put it, Moneyball for marketing.

We call our first product Marvis, like Jarvis for Marketing.

You can buy Marvis in three different ways:

Our AI products unlock value in your business in three ways

GET IN TOUCH TO FIND OUT MORE

The Due Dilligence product

Designed as a high-intensity, lower cost supplement or replacement to existing marketing information sources during DD.
The DD package allows the deal team to evaluate marketing competence and efficacy for a potential acquisition or indeed across an entire competitive set. It operates without requiring the co-operation - or indeed the permission - of any third party.
READ MORE
Advantages of Bridge F61 DD product over incumbent large-scale DD reports include:
1. Scoped and built by real-world marketers rather than career consultants
2. Bespoke and unique data for your specific request
3. Realtime reports throughout the duration of your DD process which flag market changes before the transaction closes
4. Evidence-based insights into the incumbent marketing team and marketing performance
5. Data-led approach to marketing efficiency that can be used to inform the IC presentation and create competitive advantage
6. Diagnosis can turn into a 100 Day Plan for post-acquisition BAU
7. Dramatically increased frequency and accessibility of data due to AI speed and lower cost model
The Value Creation product

Designed for PE owners seeking brand and marketing-led growth in portfolio businesses.
The Value Creation package is designed for PE funds seeking a growth plan for a new acquisition or working with management teams to reboot an existing portfolio company. This package is also invaluable in merger situations, providing evidence to support critical brand and marketing decisions.
READ MORE
Advantages of Bridge F61 Value Creation reports include:
1. Speed to market; from brief to plan in hours
2. Diagnostics reports and 100 Day Plans scoped and built by real-world marketing data
3. Bespoke and unique insights for your specific business growth needs
4. In-depth assessment of a business across multiple divisions, markets, brands or categories
5. Cross-company comparisons, or deep-dives of a business or competitive set
6. Simple but effective prioritisation structure to ensure a balanced approach to urgent versus important decisions
7. Impartial, real-time scoring and progress tracking of a brand and marketing transformation
The Board Reporting product

A light-touch, low-cost dashboard for all aspects of brand and marketing efficacy across a company and its key competitors.
This product is designed as an ongoing diagnostic dashboard for Chairs, Portfolio Managers or other stakeholders, wanting an at-a-glance assessment of brand and marketing efficacy for a business or sector. The reports can be run at monthly or quarterly intervals and provide a unique data-led approach to brand and marketing-led value creation.
READ MORE
If combined with our business performance module, they can provide a unique link between brand and marketing cause and business effect.
Advantages of board reporting packages include:
1. Instant and real-time read-out on an entire market and your business
2. Clear view on strategic weaknesses for a business and progress reports for ongoing fixes
3. Access to rich historical data comparisons
4. A helicopter view of brand and marketing efforts in a business
5. A better understanding of growth levers, when linked to business data
6. The most cost-effective way of staying ahead of all brand and marketing activities

"I’ve worked on and off with Will for more than a decade now. He and his team think big and are always at the cutting edge of advisory. I’m not surprised that he is reinventing the marketing landscape with his suite of AI products. It needs reinventing."

John Beresford, Managing Director, Buckland