Selling your agency: finding the right buyer in today’s market

7 July 2026 / Insight posted in Webinars

We recently hosted our latest ‘Selling your agency’ webinar, where we explored how agency leaders are navigating exits in today’s market, what buyers are looking for and the key decisions that shape a successful transaction.

Alongside a market update from George Hatswell, Media Corporate Finance Director, Esther Carder, Partner and Head of Media, hosted a panel discussion featuring Nick Leatham, CFO at Koto Studio; Brooke Calverley, Co-Founder and CEO of People Made; Andrea Sexton, CEO of Ledger Bennett; and James Kesner, Media Corporate Finance Partner at Moore Kingston Smith.

Key takeaways from the panel discussion

Market update: confidence remains despite continued uncertainty

Continued demand for social, creator and influencer-led businesses as brands increasingly invest in creator marketing and platform-led engagement.
Performance marketing and media buying agencies remain highly attractive thanks to their ability to directly link marketing activity to measurable commercial outcomes.
Experiential businesses continue to see strong buyer interest, reflecting brands’ ongoing investment in live audience engagement and brand experiences.
Research, insight and data-led businesses are attracting attention, particularly where proprietary methodologies, recurring data products and AI-enabled workflows can demonstrate clear commercial value.
Cross-border demand for UK agencies remains strong, with international buyers attracted by the UK’s talent base, creative reputation and global client relationships.
Buyers remain active but selective, with the strongest demand focused on agencies that can demonstrate growth, resilience, differentiation and technological relevance.

Preparation starts earlier than most founders expect

Successful exits are often the result of preparation that begins years rather than months before a sale process.
Early preparation allows founders to strengthen leadership teams, improve reporting, address potential risks and build a clearer growth story.
Seeking advice early can help identify blind spots and ensure management effort is focused on the areas that are most likely to drive value.
Buyers increasingly expect businesses to demonstrate strong operational foundations, not just financial performance.

Growth remains a significant driver of value

Buyers continue to place significant emphasis on future growth potential rather than historic performance alone.
Agencies with strong momentum, scalable business models and clear market positioning are often attracting the strongest levels of interest.
The market is seeing a continued “flight to quality”, with capital readily available for businesses that can demonstrate sustainable growth and resilience.

There is no single “right” buyer

Different routes offer different opportunities, including private equity, PE-backed platforms, networks and strategic acquirers.
The most attractive buyer is not always the one founders initially expect.
Keeping an open mind throughout the process allows founders to properly evaluate the opportunities available and determine which partner is best aligned to their objectives.

Culture and fit matter as much as valuation

Headline valuation is only one part of the equation.
Understanding how decisions will be made post-deal, the degree of autonomy available and the opportunities created for clients and employees can be equally important.
The strongest outcomes often come where there is a shared vision for future growth and a good cultural fit between both businesses.
Transactions should be viewed as the beginning of the next chapter rather than the end of the journey.

The real work starts after completion

New opportunities do not automatically appear the moment a deal completes.
Realising the benefits of a transaction requires ongoing effort, whether through integration, collaboration, relationship building or pursuing new growth opportunities.
The first 12 months post-deal are often critical in determining how much value founders ultimately gain from their chosen partner.

AI is now part of every buyer conversation

Buyers increasingly expect management teams to have a clear point of view on the impact of AI on their business.

The focus is not simply whether agencies are using AI, but how they are using it to improve efficiency, strengthen client delivery and support future growth.

For many investors and acquirers, AI strategy has become a standard part of the diligence process.

If you’d like to discuss any of the themes raised in this webinar, or find out how we can support your business, please get in touch with a member of our media corporate finance team.

FAQs

At what size does it make sense to consider a sale?

There is no fixed minimum size for selling an agency. Buyer appetite is driven by more than scale, acquirers will look closely at the strength of the proposition, quality of clients, recurring or resilient revenue, management depth and future growth potential.

That said, a structured sale process is typically most effective once agencies deliver £1m+ EBITDA. In some cases, agencies below this threshold can also attract strong interest, particularly where there is a clear strategic niche, high-quality client base, strong growth trajectory or obvious buyer fit.

For smaller agencies, a sale may still be possible, but the best route is often to focus first on preparing the business for exit, working on optimising value drivers, strengthening earnings and then identifying the right timing to approach the market.

How important is founder dependency?

A business that is overly reliant on its founders can be perceived as higher risk. Buyers are often looking for evidence that client relationships, business development and day-to-day operations are embedded within the wider leadership team and organisation.

Should I only consider a sale when I’m ready to step away?

No. Many transactions involve founders staying with the business for several years post-deal to help drive growth, support integration and maximise future value creation.

How long does a typical sale process take?

Every transaction is different, but a sale process will often take several months from initial preparation through to completion. Good preparation can help minimise disruption and avoid delays later in the process.

What valuation multiples are agencies currently achieving?

There is no standard valuation multiple, with outcomes varying significantly depending on factors such as size, growth profile, sector focus, client mix, capability and buyer appetite. Businesses demonstrating strong growth and operating in highly sought-after sectors are often attracting the strongest valuations.

What should founders look for beyond the headline valuation?

Valuation is important, but it is only one part of the decision. Founders should also consider cultural alignment, future growth opportunities, autonomy post-deal, the impact on employees and clients, and whether the buyer is genuinely well placed to support the next stage of the business’s journey.

How can founders ensure key employees remain engaged throughout and after a transaction?

Strong communication, alignment and incentives can all play an important role in retaining talent during a transaction. Buyers will often look closely at the strength of the wider leadership team and whether key employees are committed to the next stage of the business’s journey.