Buymedia, one of Ireland’s fastest-growing companies, has officially launched its UK base in Manchester, marking a major milestone in the AdTech firm’s impressive expansion.
The AI-powered advertising specialist, ranked Ireland’s fourth fastest-growing company, plans to invest £1.5 million and create 30 jobs over the next three years at its new hub in Manchester’s £1.7bn science and technology innovation district.
The event, held just hours after a tragic attack at a Manchester synagogue, began with a moment of reflection. Mayor Andy Burnham, who had been due to attend, sent his apologies and a message of support. Fergal O’Connor, Buymedia’s founder and CEO, praised the Mayor’s leadership, saying his decision to prioritise the city’s response was “completely understandable and absolutely right.”
“It’s completely understandable that Andy couldn’t be here,” O’Connor told the audience at The Renold Building. “He’s prioritising what’s most important today. Our thoughts and prayers are with the families affected.”
Despite the sombre start, the mood of the launch was one of optimism both for Buymedia’s future and for Manchester’s growing role as a global centre for AI innovation.
O’Connor outlined the company’s mission to “democratise advertising” and “level the playing field” between multinational brands and small to medium enterprises. “Our mission is to democratise advertising by trying to level the playing field between the larger, big brands and corporates and some of the small and medium enterprises,” he told guests. “When more businesses can advertise effectively and efficiently, every boat rises.”
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O’Connor said the decision to locate the company’s first UK office in Manchester was not just strategic. Citing the Irish concept of “meitheal”, a tradition of communities coming together to help one another, he said the spirit of collaboration he found in Manchester mirrored that cultural value. “The way I see Manchester is not just as a business ecosystem,” he said. “It’s a community that believes in collective success.”
A perfect fit for an ambitious AdTech
Manchester’s combination of world-class universities, a thriving SME sector, and a culture of innovation made it the natural choice for Buymedia’s next chapter, he said. The firm, which uses artificial intelligence to help businesses make smarter advertising decisions, already works with hundreds of clients in Ireland. Its platform helps brands identify where their audiences are — whether on TV, radio, social media, or online — and optimises spend to ensure maximum impact.
As part of its UK growth strategy, Buymedia will use its Manchester base to recruit local talent, deepen relationships with universities and agencies, and gather customer feedback to refine its product for the UK market.
AI for everyone
O’Connor acknowledged that many smaller firms still view artificial intelligence with caution, fearing complexity or loss of control. Buymedia’s approach, he said, is about building trust, training, and traction helping SMEs adopt AI tools confidently and see tangible benefits. “If you can start to train small businesses in how to use these tools, then you build trust with them — and then you get traction,” he said.
That practical, people-first ethos has underpinned Buymedia’s rapid rise in Ireland, where it has climbed from eighth to fourth place in the Irish Independent’s list of fastest-growing companies in just three years. The company now aims to replicate that trajectory in the UK.
O’Connor said Manchester’s welcoming, open business culture — reinforced through introductions from organisations like MIDAS, Enterprise Ireland, and the Greater Manchester Chamber of Commerce — was pivotal in the company’s decision to locate there over other cities such as London, Edinburgh, and Cardiff.
“In other places, you get the brochures and the pitch decks,” he said. “Here, people actually follow up. They open doors. They introduce you to people. That spirit of collaboration is what makes Manchester different.”
Over the next five years, Buymedia plans to build its Manchester team, attract new investors, and continue developing its platform to meet the evolving needs of the advertising market. O’Connor said his ambition was simple but bold. “Ultimately, I’d love to see 80% of SMEs in the UK using Buymedia to get a better return on their advertising,” he said. “That would be good for us, of course — but more importantly, it would be good for every small business that wants to grow.”
