Content+Cloud appoints Geoff Kneen as new CEO as Peter Sweetbaum joins parent company, the Advania Group

Content+Cloud appoints Geoff Kneen as new CEO as Peter Sweetbaum joins parent company, the Advania Group

Sweetbaum will support Advania Group’s pan-European growth ambitions as Head of New Markets.

London — 22nd September 2022 — Content+Cloud today announced that Geoff Kneen will become CEO and that Peter Sweetbaum will be moving to a new role within parent company, Advania Group, taking on a wider brief as Head of New Markets, with Content+Cloud’s Group Managing Director Geoff Kneen becoming CEO.

The move follows Content+Cloud’s acquisition by Advania in December 2021, which saw the business establish its first presence outside the Nordics.

As CEO, Geoff will continue to drive Content+Cloud’s organic growth and M&A journey, while Peter will lead Advania’s growth strategy within Europe and other markets, identifying and driving business opportunities for the rapidly growing group. Peter will remain on the Board of Content+Cloud alongside his new role.

Geoff Kneen steps into the role after more than five years in post as Group Managing Director and 20 years of experience leading technology businesses and transformation programmes.

“I am extremely excited to lead Content+Cloud through its next phase of development and proud to be able to work alongside Andrew and the team to take C+C to new heights,” says Geoff Kneen. “As a leading provider and centre of excellence delivering Microsoft-focused cloud and digital transformation services, our team has been able to help our customers deliver business outcomes and optimise value from their investment in technology and the Microsoft ecosystem. The opportunity for growth and development within the UK market for our services is clear and we are excited by our planned organic and M&A related growth plans.”

“This is an exciting time for both Content+Cloud and Advania,” says Peter Sweetbaum. “It has been a great privilege to work alongside Geoff, CFO Andrew Insley and the incredibly talented C+C team to drive Content+Cloud’s growth over the last eight years. C+C’s success is down to a team of truly talented colleagues with a deep passion for delivering excellence through a customer-centric approach, building the business into a truly leading cloud services and digital transformation provider in the UK.

“Advania shares C+C’s customer centricity and I look forward to working with the Advania team with the same dedication and mindset in new markets. I would particularly like to thank and congratulate Geoff Kneen as he becomes CEO of C+C.”

Remarking on the new appointments, Gestur G. Gestsson, Chairman of the Board of the Advania Group, says, “We look forward to working with Geoff in his role as CEO as we continue to build on the great platform we have in the UK with Content+Cloud, we are committed to further develop and invest in the business, our great people and also focus on delivering more value to clients as we support them through their digital transformation journey. I am also looking forward to working with Peter in his new role as we look to expand and accelerate our growth in new markets and geographies.”

About Content+Cloud
Content+Cloud is one of the leading cloud and digital transformation services providers in the UK.

With a passion for helping ambitious organisations and their people to succeed, we empower clients to transform the way they do business, optimise the way their people work, and provide them with flexible and secure platforms on which to operate.

We are a prominent Microsoft partner with 16 Gold competencies, 19 awards, four Microsoft Most Valuable Professionals (MVPs), nine advanced specialisations and have recently been awarded Microsoft’s elite Azure Expert MSP status.

Content+Cloud has over 1000 employees, and offices located in London, Manchester, Milton Keynes, Reading, Cardiff and Sheffield, as well as Cape Town, South Africa. This, and our 21 long-established partners around the world, enables us to deliver a truly global service.

Content+Cloud became part of leading Nordics IT services provider, the Advania group, in December 2021. With over 4,500 employees in the group, Advania delivers IT services across Sweden, Norway, Iceland, Denmark and Finland, and now in the UK, through Content+Cloud.

For more information, please visit

About Advania
Advania is a Northern European IT-services company, with roots back to 1939, operating in Sweden, Norway, UK, Iceland, Finland and Denmark with more than 4,000 employees. The company focuses on helping customers to improve their performance and be a partner in their digital journey, with innovative use of best available IT platforms and services. Advania serves thousands of corporate customers, multinational enterprises, governments and public institutions, large, small and medium-sized companies in all aspects of society. Advania is a portfolio company of funds managed by the Private Equity team at Goldman Sachs Asset Management.

For further information, please visit

Media contact:
James Jackson
Senior Account Manager
+44 (0)20 3100 3629

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