Hot 100 2013 9: Miroma International

The basics

Company name: Miroma International
What they do: Media bartering
Headquarters: London
The Boss: Marc Boyan

The financials

Latest turnover (?,000): 50,555
Four-year compound sales growth (%): 77
Latest Ebitda (?,000): 1,906

The details

When times are tough, businesses need to find new and different ways of creating efficiencies. This is where media bartering company Miroma International comes in. Media bartering is a process that allows advertisers and media owners to trade without having to pay 100 per cent in cash for what they want to buy; instead, they barter.

“The barter business operates pretty effectively in a recession,” explains Miroma chief executive Marc Boyan. As companies cut their budgets, they need to look at other routes to protect them. Using bartering as a currency for buying media space works well in that environment.

The bartering trend has seen EBITDA at Miroma double to £2m in the last year on a turnover of £50.6m.

Miroma also runs a venture arm, taking stakes in global media companies which, says Boyan, supports the primary barter business. Recent investments include content sharing site Pinterest, billboard company Outdoor Plus and online magazine WhoWhatWear.

Boyan adds that the secret to fast growth is focus: ?Just keep focused. You can try other things out, but don’t lose sight of your core business that’s where you build your other businesses from.

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