Modus, the London PR agency Julian Vogel founded 38 years ago, has joined Ardmore Group. Agency Futures originated the introduction between Modus and Ardmore Group and advised Modus throughout the transaction.

Julian sits down with Jane Boardman and Doug Baxter of Agency Futures to talk through the deal: why he was ready to step back from the day to day, what he needed from his advisers, why Ardmore first looked like an unlikely fit and then felt right, and his advice for founders thinking about their own next chapter.

CHAPTERS
00:00 Intro
00:27 Welcome
01:17 Now the deal is done
01:51 Why it was time for a change
04:01 What Julian needed from his advisers
05:14 Shared values, not just the numbers
06:00 Who Ardmore are
06:40 Meeting Ardmore and John Keane
08:55 Julian's new role
10:05 How clients reacted
11:01 Getting clear on what you want
12:39 Why specialism matters
14:39 Advice for agency owners
16:41 Keeping momentum through the deal
19:01 Empathetic M&A

ABOUT AGENCY PRINCIPALS

Conversations with the people building, buying and selling marketing services agencies. Hosted by Agency Futures.


ABOUT AGENCY FUTURES

We are a boutique global M&A advisory for marketing services agencies, working buy-side and sell-side from Barcelona, Los Angeles and Sydney. We help owners grow with intent and exit on the best possible terms.

Is your business match fit? Take the exit readiness scorecard: https://agencyfutures.com/exit-readiness

More on how we work: https://agencyfutures.com

In this episode, Simon talks to Stanley Henry, CEO of Auckland based organic social agency: The Attention Seeker. Stan shares how his agency leverages AI, through Kevan a Context Brain built around his specific agency knowledge and skills. Through Kevan attn:Seeker automatesand optimizes agency operations, pricing, and client management, transforming the way that an indie of 18 staff can compete with larger players.

key topics
Kevan as an omnipotent agency AI system
The evolution of Stanley Henry's agency and its scale
The role of AI in automating agency admin and creative processes
Building a client lifecycle workflow powered by AI
Using AI to develop pricing models and client satisfaction metrics
The importance of a focused niche in AI adoption for agencies
The early days of AI adoption and the importance of experimentation
How small agencies can leverage AI for competitive advantage

Chapters
00:00
Introduction to Stanley Henry and Kevan
01:03
Who is Kevan and how it started
02:02
About the Attention Seeker agency
03:19
The impact of ChatGPT and AI on agency work
04:29
Rebuilding the website with AI in one day
05:15
Transforming agency operations with Kevan
06:06
AI in creative development versus administration
08:05
Agency workflow with Kevan
10:00
Automating client onboarding and project management
12:19
Building a pricing engine with AI
14:07
Using AI to measure client health and satisfaction
15:54
Lessons learned and blind alleys in AI projects
16:55
Valuing Kevan as an asset in agency M&A
20:29
Is it too late for agencies to leverage AI?
21:26
Final thoughts and where to find Stanley

Buying agencies for scale used to be the whole model. Ruud Wanck of Candid Platform says that model is finished.

Doug Baxter sits down with Ruud, whose Amsterdam group has grown by acquisition across the Netherlands, Belgium and the UK, to ask what he is actually buying now, what he will no longer pay for, and what the first few months feel like for a founder who has just gained a boss.

CHAPTERS

00:00 Cold open

00:27 Why this episode is different

01:41 Candid has come full circle

02:48 What AI is good at, and what it is not

05:09 Three years of building it, and open

06:22 Levelling the playing field, and the abundance of time

07:55 Why buying for scale is done

09:22 Does it change the mechanics of the business model

11:16 What Candid looks for in an agency

12:07 The services and the geographies

12:58 The first 90 to 120 days after a deal

15:20 When the cultural fit is not there

16:22 Scepticism about AI, and overselling

17:24 To every independent agency owner

18:41 Where this leaves the industry

ABOUT AGENCY PRINCIPALS

Conversations with the people building, buying and selling marketing services agencies. Hosted by Doug Baxter and Simon Morgan of Agency Futures.

Listen on Spotify: https://open.spotify.coxgO

Listen on Apple Podcasts: https://podcasts.apple.com/au/podcast/agency-principals/id1892206226

Every episode: https://agencyfutures.com/p

ABOUT AGENCY FUTURES

We are a boutique global M&A advisory for marketing services agencies, working buy-side and sell-side from Barcelona, Los Angeles and Sydney. We help owneand exit on the best possible terms.

Is your business match fit? Take the exit ://agencyfutures.com/exit-readiness

More on how we work: https://agencyfutures.com

#AgencyMA #AgencyOwners #MarketingAgency #AgencyGrowth #AIinMarketing #MergersAndAcquisitions