2+2 = 5

Is growth through M&A a positive strategy for independents?

What is the argument for it?

What are the basics?

What are the challenges?

What could possibly go wrong?

Join Andrew Reeves (Fractional CFO), leader of the Commercial Action Group in discussion with Esther Carder (Media Specialist Partner at Moore Kingston Smith),  Paul Winterflood (Partner, Media & Marketing Services M&A at Moore Kingston Smith) and Mark Stringer (Founder of PrettyGreen).

Our Panel:

Esther Carder heads the marketing services department and is a senior partner within the media sector team at Moore Kingston Smith, based in their West End office.

With over 30 years’ experience, Esther’s clients span small owner-managed businesses to larger private equity-owned and international organisations in the media space. She has been a partner specialising in the media sector for over 20 years, an area she is passionate about. She describes the sector as not only interesting but motivating because of the energetic and entrepreneurial people it attracts. In her own words: “If there can be a sexy area of accountancy, then media is it!”

Esther’s media experience ranges from providing audit opinions to specialist areas such as employee incentive schemes, valuations, EOTs and strategic growth services. She also works closely on M&A transactions, giving guidance on the journey towards exit events as well as support throughout the transaction. Her extensive knowledge of the sector means she can add commerciality to the advice she gives through an in-depth understanding of the complete life cycle of a media business and how to realise value. Her clients appreciate her professional, collaborative and approachable manner and her ability to deliver business advice in an unambiguous and easy-to-understand way.

Esther speaks regularly at industry events, is widely quoted in trade press and is Treasurer of BIMA. She is also the editor of the MKS Annual Survey on the financial performance of marketing services companies in the UK.

Mark Stringer (Strings), is the entrepreneurial force and founder of PrettyGreen. With over 30 years of founding and leading successful ventures, Strings is a seasoned expert in building brands and driving innovation. As Founder and Chair of PrettyGreen, he is renowned for helping create long term fame and fortune for brands.

His focus within the Agency is now +VENTURES which incubates and acquires new Founder led companies who are looking to both scale and new adventure. Following a strong reputation for brand growth early career, Strings founded PrettyGreen in 2008, when Red Bull gave him wings and he established the agency within their offices. Under his leadership, PrettyGreen and its sister agency, The Producers, have served prestigious clients worldwide including Cadbury, UnderArmour, Lego, Nando’s, Pizza Express to name but a few. He is also Co-founder and non-exec CMO of BCorp SkootEco a modular ESG business that uses its proprietary MARC framework to enable businesses to make a positive impact today. Beyond his entrepreneurial ventures, Strings loves innovation and business development, having founded Metropolitan Spirits, a globally distributed portfolio of Absinthe’s, La Maison Fontaine. With a proven track record of founding and scaling businesses, Strings entrepreneurial spirit continues to drive innovation and positive change in industries ranging from marketing to sustainability.

Paul Winterflood, Partner and Head of Media Corporate Finance, Moore Kingston Smith

Paul leads the firm’s Media Corporate Finance team specialising in transactions in the media, marketing services and technology sectors. With an impressive network of contacts across both strategic acquirers and private equity investors, Paul is an expert in selling media businesses, working closely with owners to gain an optimum outcome through a transaction.

Deeply embedded in the marketing services sector, Paul is connected to a vast network of buyers and investors looking for successful agencies. He understands the importance of creativity and culture to getting deals done, as well as the aspects both buyer and seller look for in the other party.

To reap optimum post-sale opportunities, owners looking to sell their media agency rely on Paul’s expertise to match them with a buyer who is an ideal fit. He then navigates the process from start to earn-out, according to the type of deal and the owner’s goals, to achieve maximum sale value.

Clients appreciate his sector knowledge and experience as well as his commercial and straight-talking approach to deal-making. Additionally, Paul calls on the expertise of his colleagues in the M&A, M&A tax and media general practice teams to deliver an integrated full-service offering on all transactions.

Respected for his in-depth knowledge of the media sector, Paul is regularly consulted by the trade press for his opinion and prediction on the sector’s influences, disrupters and trends. He speaks on panels, at international flagship conferences and our annual survey on the financial performance of marketing services companies in the UK. Paul also co-founded the firm’s agency exit programme and advises agency owners getting ready for an exit.

Some of the notable transactions that Paul has advised on include the sales of Total Media to Mediaplus, 23Red to Capgemini, People Made to the Positive Change Group, the Theatre Royal Haymarket to Access Entertainment and 2i’s investment from Rockpool.