Webinar recording – Selling your agency: Turning AI capability into agency value
We recently hosted the latest in our series of webinars and events, exploring the trends shaping the media M&A market. The discussion focused on how the marketing services sector is evolving, and the growing role AI is playing in shaping strategy, talent models and long-term value.
We are delighted to share our key takeaways from our speakers Ben Rudman, Executive Director, MSQ, Fergus Dyer Smith, CEO, M3Labs, Lisa Mandell, Founder, Jolt & Co-Founder, Set Piece, Paul Winterflood, Partner & Head of Media Corporate Finance, Moore Kingston Smith, George Hatswell, Director, Media Corporate Finance, Moore Kingston Smith, and host, Esther Carder, Partner and Head of Media, Moore Kingston Smith.
Key takeaways: panel discussion
AI: From experimentation to execution
- While many agencies are experimenting with AI, those seeing the most impact are embedding it into their operating models, rather than treating it as a standalone initiative.
- The distinction between tactical use and strategic integration of AI is becoming increasingly important for leadership teams.
Commercial outcomes over adoption
- AI strategy is increasingly being assessed against measurable commercial outcomes, including productivity, margin improvement, revenue per head and speed of delivery.
- Adoption alone is no longer sufficient – leaders are expected to demonstrate tangible commercial benefit. Financials and in turn valuation and saleability will be impacted by those agencies that don’t.
Talent models are evolving
- AI is reshaping roles and structures, rather than replacing talent.
- New hybrid roles are emerging, changing how work is allocated and delivered.
- More advanced businesses are combining creativity and leadership with AI-enabled efficiency and scale.
Strategy, client value and long term readiness
- The most effective AI strategies tend to be closely aligned to client value creation and proposition, rather than focused solely on internal efficiency. AI is most compelling where it enhances client outcomes, differentiation and scalability.
- From an M&A perspective, buyers are increasingly assessing how embedded AI is within the operating model.
- AI is becoming part of the future growth narrative in transactions, with acquirers looking for evidence that it supports scalability, resilience and margin progression.
- During diligence, buyers are paying close attention to how talent is being augmented by AI, and whether this reduces key-person dependency or enhances delivery capability.
- Businesses that can clearly show how AI underpins their long-term strategy and value creation story are better positioned in sale discussions than those treating AI as a short-term initiative.
- Overall, AI readiness is increasingly linked to exit readiness, sitting alongside leadership strength and capability depth as a core consideration for buyers.
If you would like to discuss any of the topics covered in more detail, please get in touch with the team.
