Sell-side
Selling your marketing agency/company is a pivotal opportunity to realize the value you’ve built. As a principal-led sell-side M&A advisor, we guide founders through every stage of the process—from strategic positioning and valuation to buyer outreach, negotiation, and closing.
Drawing on firsthand experience building and selling agencies, we position your business to maximize enterprise value, attract highly aligned strategic and private equity buyers, and execute a disciplined, confidential sale process.
Readiness Assessment - Timing is Critical
During the readiness assessment process, we work to align your company’s operational and financial preparedness with favorable mergers and acquisitions (M&A) market conditions to optimize transaction timing and maximize enterprise value.
Sell-Side Strategy Development
We develop a disciplined sell-side strategy to screen and identify the most highly aligned strategic and private equity partners, ensuring your go-to-market narrative is supported and your company is positioned for a value-maximizing M&A outcome.
Consulting
We provide real-time, principal-led advisory and collaborative guidance throughout the engagement — from initial strategy development through disciplined transaction execution and deal completion.
Valuation Analysis
Based on current market conditions and comparable transactions, we develop informed valuation parameters to guide strategic decision-making and support value-maximizing M&A outcomes.
Deal Negotiation
We lead disciplined negotiation of key economic and structural terms to protect value and align interests between buyer and seller. Our senior advisors manage the letter of intent, definitive agreement strategy, and key deal dynamics to support a favorable, value-maximizing transaction outcome.
Transaction Coordination Through Completion
We provide hands-on coordination through the final stages of the M&A process, working closely with legal, accounting, and financial partners to ensure disciplined execution and a smooth path to closing.
Listen as Keith discusses his journey as a lad from Liverpool, England to his move to the States client side, to life as an agency owner culminating in his current role as renowned M&A advisor.Buy-side
Executing a successful search requires more than identifying targets — it demands disciplined strategy, sector insight, and rigorous transaction management. As a principal-led buy-side M&A advisor, we work with strategic and financial buyers to source, evaluate, and execute strategic acquisitions aligned with long-term growth objectives.
Our team supports clients throughout the entire mergers and acquisitions process, including acquisition strategy development, target screening, valuation analysis, outreach to qualified sellers, due diligence coordination, and negotiation through closing. We leverage deep sector knowledge and established industry relationships to identify opportunities that may not be broadly marketed.
With direct senior involvement on every mandate, we provide focused buy-side advisory designed to help clients deploy capital effectively, accelerate growth, and complete disciplined, value-accretive acquisitions.
Acquisition Strategy
We develop a disciplined acquisition strategy to screen and identify highly aligned target companies that support your M&A objectives and long-term growth narrative.
Search & Vet
We conduct a targeted search and screening process—combining research, management interviews, and data analysis—to identify and prioritize acquisition candidates that best meet the mandate’s strategic criteria.
Deal Negotiation
We lead disciplined negotiation of key economic and structural terms to ensure alignment between buyer and seller while supporting your acquisition strategy and long-term growth objectives.
Coordination Through to Completion
We coordinate the final stages of the acquisition process, working closely with management, legal counsel, and financial advisors to ensure disciplined execution and a successful transaction closing.
Leadership
A recognized leader in mergers and acquisitions (M&A) advisory for advertising, digital marketing agencies, media companies, and marketing technology firms, we guide clients through organic growth, strategic acquisitions, and successful company exits. Our team combines deep industry expertise with firsthand understanding of the creative, operational, and cultural dynamics that shape marketing and media businesses. This perspective enables us to execute disciplined transactions that create lasting commercial and cultural value for founders and strategic buyers.
Keith McCracken
Founder
Keith McCracken is a recognized mergers and acquisitions (M&A) advisor to marketing agencies, media companies, and marketing technology firms, with a career spanning both sides of the Atlantic. Originally from Liverpool, England, Keith founded the marketing communications agency McCracken Brooks in 1986. Under his leadership, the agency earned international recognition for its breakthrough creative work and was named U.S. Marketing Agency of the Year for an unprecedented three consecutive years from 1991–1993.
A serial entrepreneur, Keith was also a founding partner of the GEM Group in 2000, an international sponsorship and marketing services agency with offices across North America, Europe, and Asia.
In recognition of his contributions to the industry, Keith was inducted into the Marketing Agencies Association Worldwide Hall of Fame in 2002 and remains a Lifetime Member.
Today, as Founder and CEO of McCracken Advisory Partners, Keith advises clients on strategic mergers and acquisitions, guiding marketing, media, and technology services companies through acquisitions, partnerships, and successful exits.
Rogerio Campos
Partner
Rogerio Campos brings more than 25 years of experience in marketing communications, media, and brand strategy, working with leading global agencies including JWT, Leo Burnett, McCann Erickson, and Ogilvy. Throughout his career, he has helped marketing and media organizations solve complex business challenges, develop growth strategies, and build successful strategic partnerships across the industry.
His expertise spans a broad range of marketing disciplines, including branding and design, advertising, digital marketing, sponsorship activation, retail promotion, direct marketing, and shopper marketing. This deep sector knowledge provides valuable perspective in advising marketing, media, and technology services companies navigating strategic growth and mergers and acquisitions transactions.
A multicultural executive with extensive international experience, Rogerio has built and managed global brands across North and South America, Europe, and Asia, bringing a unique global perspective to clients pursuing expansion, partnerships, and strategic transactions.
Deborah Geiger
Senior Advisor
Leslie Nall
Analyst
