Your Agency Just Sold to Private Equity - Now What?
As private equity investment in creative agencies accelerates, industry experts outline what agency leaders should expect and how to ensure success post-acquisition.
Your Agency Just Sold to Private Equity. Now What?
Overview
Interpublic Group's sale of R/GA to Truelink Capital signals an incoming wave of private equity investment in creative agencies, with industry experts weighing in on what agency leaders should expect.
Key Trends
PE Sophistication Growing
Private equity firms are becoming more experienced in acquiring creative and tech-enabled agencies. Historically, PE investors focused on performance marketing firms, viewing creative shops as unpredictable talent-driven businesses. Now firms like Mountaingate Capital, New Mountain Capital, and Shamrock Capital are actively targeting creative agencies with deeper sector knowledge.
Lisa De Bonis, CEO of Huge (acquired by AEA Investors), explained the shift: "Tech-enabled creative services are an area of growth. They've woken up to it."
Growth Capital Over Quarterly Pressure
PE-backed agencies receive dedicated growth capital for strategic acquisitions without holding company constraints. Michael Seidler noted that PE structures allow agencies "capital behind them" to pursue expansion "versus grinding it out to organically grow."
Brainlabs completed 10 acquisitions since 2019 under PE backing, growing eightfold with billings exceeding $1 billion.
Critical Success Factors
Culture Preservation Matters Most
Agency founders must partner with PE firms understanding talent-dependent business models. Seidler emphasized: "With agencies, they're run by people. Preserving culture matters."
Focused Business Strategy
PE ownership enables agencies to specialize rather than offer holding company-style integrated services. Huge concentrated on "digital product design and customer experience" post-acquisition.
Aligned Incentives
Performance-linked compensation and equity opportunities help retain staff. De Bonis noted the connection: "We grow, you grow."
Management Ownership Balance
Brainlabs' structure—where management retained 45% ownership—balanced governance with entrepreneurial decision-making.
Recent PE Deals
- Svoboda Capital Partners → Highdive
- Keystone Capital → Barkley/OKRP merger
- Falfurrias Capital Partners → Brainlabs
- Shamrock Capital → DE-YAN
Source: Adweek - Read original article