Melbourne-headquartered video production marketplace Genero has closed a A$4 million ($2.9 million) follow-on investment led by Ellerston Venture Capital Fund of Ellerston Capital, an investment manager based in Australia, the company announced on June 26.

The new financing will be used for team expansion and its entry into the U.S.

Ellerston Capital’s earlier investment in Genero was closed at AUD$4 million in July 2016. The startup’s undisclosed seed funding was said to be raised in 2012.

The platform connects brands with about 350,000 production companies, directors and film-makers around the world. It allows users to source ideas, select creators and manage the production process based on a budget.

It works across sectors like music, film making, advertising and has clients including Facebook, Google, Unilever, Diageo, HP and Citibank.

Started in 2009, Genero is co-founded by Mick Entwisle and Andrew Lane. “We’re seeing so much demand in the U.S. for an agile solution like ours,” said Entwisle.

Genero is planning to set up an office in New York adding to its presence in San Francisco and Los Angeles.

Genero also beefed up its team by bringing on board Andy McKeon, a former Facebook marketer, in May 2018 as its global chief creative officer. McKeon also worked as a creative director at Apple during the tenure of Steve Jobs.

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