Agency Principals

Simon Morgan & Doug Baxter
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  • Entrepreneurship

Conversations on building and realising agency value. The Agency Principals Podcast is for independent agency founders who want honest conversations about the long game — from early ambition through growth ceilings, valuation, and the question every founder eventually faces: what do I actually want the future to look like? Hosted by Simon Morgan and Doug Baxter of Agency Futures, each episode brings in founders, buyers, and investors who've been through it.

Episodes

  1. Oct 27

    Agency Principals Podcast | Ep09 | Modus joins Ardmore: Julian Vogel on finding the right partner

    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

    Agency Principals Podcast | Ep09 | Modus joins Ardmore: Julian Vogel on finding the right partner

  2. Aug 14

    Agency Principals Podcast | Ep08 | Build an Agency AI OS

    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

    Agency Principals Podcast | Ep08 | Build an Agency AI OS

  3. Jul 27

    Agency Principals Podcast | Ep07 | Candid Platform : Why We Stopped Buying Agencies for Scale

    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

    Agency Principals Podcast | Ep07 | Candid Platform : Why We Stopped Buying Agencies for Scale

  4. Jun 17

    Selling Your Agency Explained | Exit Playbook | Episode 1

    Unlock the secrets to selling your agency with our Exit Playbook! 🚀 In this episode, we dive deep into the essential questions every agency owner must consider before selling. Key takeaways: * Understand the motivations behind selling your agency. * Explore the importance of being "match fit" for potential buyers. * Learn how to prepare your agency for a successful sale. * Discover the common pitfalls to avoid during the selling process. Timestamps: 00:00 Introduction 02:16 What is the Exit Playbook? 02:54 Should you sell your agency? 03:20 Founder burnout and motivations 04:13 The role of advisors in the selling process 10:12 Timing the market and financial security 12:04 Preparing your agency for sale 15:45 The importance of culture in mergers and acquisitions 20:32 Common mistakes agency owners make 25:00 How to engage your leadership team 30:15 The emotional journey of selling 35:00 Final thoughts and next steps What's your biggest challenge with selling your agency? Drop it in the comments! Subscribe for more insights on agency growth and exit strategies! Want to talk about growing your agency? Drop an email at doug@agencyfutures.com

    Selling Your Agency Explained | Exit Playbook | Episode 1

  5. Jun 4

    Agency Principals Podcast | Ep06 | Life After the Deal: Paul Hughes on Rothco, Risk and Reinvention

    The conversation with Paul Hughes, co-founder of Rothco, delves into the intersecting trajectories of art, agency, and football, highlighting the commonality of expression and the rise of Rothco. It explores the decision to sell the agency, Paul's transition to art, the impact of AI on agencies, and reflections on Rothco's journey.

    Agency Principals Podcast | Ep06 | Life After the Deal: Paul Hughes on Rothco, Risk and Reinvention

  6. May 12

    Agency Principals Podcast | Ep05 | The Many: Participation beats Persuasion

    The conversation with Damien Eley revolves around the theme of participation and its impact on agencies, branding, and immersive technology. Damien shares insights on the role of agencies, the importance of participation, the future of The Many Australia and recent acquisition of CatalstXR a Sydney-based immersive tech studio. Damien is a big believer in the power of participation in re-shaping his agency's core operating system. Takeaways Participation as a driving forceThe transformative potential of immersive technologyBuying to build capability and why it makes sense Chapters 00:00 Welcome back Damien Eley09:03 The Importance of Participation15:37 Misreading Participation23:33 Immersive Technology33:06 Starting Anew If you're thinking about what comes next for your agency, visit agencyfutures.com

    Agency Principals Podcast | Ep05 | The Many: Participation beats Persuasion

  7. Apr 23

    Agency Principals Podcast | Ep 04 | Building a Deliberate Creative Tech Agency

    Join Doug Baxter as he explores the philosophy, operations, and future plans of Mindshaker, a creative technology agency in Portugal. Discover how they balance human elements, innovation, and growth while maintaining a deliberate company culture. key topics Agency philosophy and deliberate growthBalancing human elements with technologyHybrid roles and team cultureClient collaboration and problem-solving approachAI integration and future technology adoptionScaling while maintaining company cultureInternational expansion within Plus Company network

    Agency Principals Podcast | Ep 04 | Building a Deliberate Creative Tech Agency

  8. Apr 10

    Agency Principals Podcast | EP03 | On Specialism and Thought Leadership

    The conversation explores the journey of Nourish, a specialist food, beverage, and agriculture agency, focusing on demand generation, thought leadership, specialization, business development, and agency growth through M&A. Joanne McArthur, the founder and CEO, shares insights on building a successful agency model and seeking a growth partner through M&A. Takeaways Inbound marketing and demand generation are key for agency growthThought leadership and content strategy contribute to agency positioning and growthSpecialization and culture play a significant role in agency successAdding value and refining business development engine are crucial for agency growthSeeking a growth partner through M&A requires careful consideration and staff involvement Chapters 00:00 Demand Generation and Inbound Marketing09:30 Thought Leadership and Content Strategy14:49 Relentless List and Business Development

    Agency Principals Podcast | EP03 | On Specialism and Thought Leadership

  9. Mar 30

    Agency Principals Podcast | Ep 02 | The buy-to-build founder

    Stephen Brown has built Fuse Create into one of Canada's leading independent agencies over 23 years — doubled the business in five years, expanded into the US market, and walked away from two serious acquisition conversations along the way. In this episode, Doug Baxter sits down with Stephen to explore the buy-to-build strategy he's now pursuing, why independence is a spirit rather than a status, and what it actually felt like to say no to a deal when everything on paper said yes. A candid conversation about growth, leadership, and building something worth being proud of.

    Agency Principals Podcast | Ep 02 | The buy-to-build founder

  10. Mar 30

    Agency Principals Podcast | Ep 01 | What are Agency buyers looking for today?

    Most agency founders spend years building something valuable without ever stopping to ask what buyers are actually looking for. In this opening episode, Simon Morgan and Doug Baxter lay out the landscape - why the holdco era is fading, what private equity and strategic acquirers really want, and how AI is reshaping every conversation around agency value. They walk through five key drivers that buyers examine when assessing an agency: financial health, founder dependency, client portfolio, positioning, and forward momentum. Honest, practical, and a good place to start if you're thinking about the long game. In this podcast we reference what match-fit agencies look like. Here is the reference to this. https://agencyfutures.com/insights/how-do-you-know-if-your-agency-is-match-fit

  • 10 Episodes

About

Conversations on building and realising agency value. The Agency Principals Podcast is for independent agency founders who want honest conversations about the long game — from early ambition through growth ceilings, valuation, and the question every founder eventually faces: what do I actually want the future to look like? Hosted by Simon Morgan and Doug Baxter of Agency Futures, each episode brings in founders, buyers, and investors who've been through it.

Information

  • Creator
    Simon Morgan & Doug Baxter
  • Years Active
    2026
  • Episodes
    10
  • Rating
    Clean
  • Copyright
    © 2026 Simon Morgan & Doug Baxter
  • Show Website
    Agency Principals