What buyers look at first
| Factor | What strengthens it |
|---|---|
| Revenue quality | Retainers and multi-year relationships rather than one-off projects |
| Client concentration | No single client dominating revenue |
| Founder dependence | Senior staff who own client relationships |
| Margins | Healthy margins by client, with time tracked |
| Specialization | A clear niche or capability buyers can't easily build |
Who buys agencies
- Larger agency groups adding capabilities or geographies.
- Private equity-backed agency platforms.
- Consultancies and technology firms adding creative or marketing services.
- Companies bringing a trusted agency in-house.
We have advised on several agency transactions, including a regional communications agency and a specialist PR agency. The buyer's view is in acquiring a marketing, PR or digital agency.
From discounted to paid for
Retainers over one-off projects
No single client dominating revenue
Senior staff own client relationships
Healthy margins, tracked by client
A niche buyers can't easily build
An overlooked asset
Agencies hold years of briefs, revisions and campaign workflows, which may interest AI buyers if client terms allow. It is worth knowing before a sale. See agencies, law firms and consultancies are sitting on AI training data.