adm Group: Combining culture and technology to accelerate growth

Founded in 1992, adm Group is a global marketing execution company working with many of the world's leading brands in the drinks, beauty and FMCG industries. A 2015 management buyout, led by current chairman Justin Barton, kick-started a new phase of international expansion for the company; thanks to a combination of steady growth and the acquisition of a number of businesses with specialisms in consumer engagement, marketing and point-of-sale.

Since the 2015 management buyout, adm has already developed a substantial international presence. Its partnership with HSBC UK has been integral to this growth. adm is committed to capitalising on this success by doubling in size through a mix of organic and inorganic growth, combined with acquisitions.

“When we did the management buyout of the business, we chose HSBC UK because we were going on a global growth journey and we needed a partner that could be with us every step of the way,” says Ryalls.

“Every time we need to enter a new territory, Adrian has been with us on every step of the journey,” says Ryalls. “We've had multiple occasions where we've needed support and help,” he continues. In one particular instance, adm was in the process of acquiring a new business in an especially tight timeframe. “We only had six weeks to close the deal,” recalls Ryalls.

“Adrian picked up the phone and answered our requests for help in a very short timeframe. It meant we were able to put a funding package together with HSBC UK that enabled us to close a transaction on time, which was just fantastic support.”

“The thing that impresses me most about HSBC UK is their willingness to work with you,” continues Ryalls. “They come up with creative solutions that enable our business to deliver for its customers,” he adds. “HSBC UK is a bank that is always there for you. We wouldn't have been able to make it without them.”

Technology plays an important role in adm’s value proposition, and positions the business as an innovative market disruptor, according to the company’s CEO of EMEA, Sophia Malik. “We are heavily investing in technology and data insights to ensure that we are making the right decisions and working in a consultative way with our clients,” she says.

As it scales up its offerings around the globe, adm is also focused on ensuring it takes a sustainable approach to its operations; something audiences are increasingly coming to demand. “The world is ever changing and sustainability is becoming more and more important for each of our customers,” says Ryalls. “Sustainability is critical to everything we produce. Therefore, whenever we're trying to build a campaign, we have to look at not just the impact from a revenue perspective or how we drive volume for a customer, but also the impact it's having on the planet,” he explains.

adm has a longstanding desire to add genuine value to the brands it works with, and is driven by a passion for delivering marketing excellence. “At the heart of our business is a desire to do the very best for our brands; we think carefully about how to safeguard their long-built reputations,” says Malik. “We're heavily engaged with our customers,” she continues. “They're developing some super exciting marketing campaigns globally and we are always drawing on global data and insights in order to serve our clients well and drive innovation, sustainability and deliver return on investment for them,” she explains.

As well as further expanding its international presence, adm also wants to leave a meaningful legacy. “We have an ambitious strategy to double in size over the next few years, but ultimately we want to build something we can all be proud of and be able to hand over the stewardship of the business to the next management team,” says Ryalls.

adm Group has come a long way since its founding in the early nineties and sees many opportunities for continued global expansion, with a particular focus on Africa. “Africa is probably the last untapped territory we need to progress into; our brands resonate incredibly well there.” says Ryalls.

“The thing that excites me the most is the huge opportunity that's out there. HSBC UK has been with us all the way through our journey and is going to continue to be that trusted partner and advisor into the future.”

Whether you’re looking to expand your global reach or just starting out on your journey, speak to us today to find out how we could support your ambitions.