Our collective expertise with independent agencies and knowledgeable investors, coupled with our hands on market-specific knowledge, uniquely equips us to cultivate and nurture win, win connections while seamlessly executing transactions and providing strategic advisory solutions.
Sell-side
You’ve invested many years of hard work and sacrifice to build your agency. As your trusted sell-side advisor, we understand this may be a once in a lifetime opportunity to capitalize on your investment. Our role is to help you sell your agency and maximize this opportunity — to do it right.
We know first-hand what it’s like to start, grow and sell an agency — all the creative, cultural and client challenges you face every day — because we’ve stood in your shoes. And, most importantly, we know how to shape an agency to optimize its equity value. We’ve been there. This is what makes us the advisor you can trust.
Readiness Assessment
Timing is everything! During this process we aim to align business readiness with favorable market conditions.
Selling Strategy Development
We will develop an informed strategy to screen and identify only the most ideal partner candidates that will support your go-to-market narrative.
Consulting
We provide collaborative coaching in real-time from engagement to deal completion.
Valuations
Based on market conditions and comparables, we create valuation parameters for guidance purposes.
Deal Negotiations
An omni-present process beginning with the negotiation of LOI (deal value and structure) to the Definitive Agreements (SPA, Working Capital Target, Employment Agreements).
Coordination to Completion
We manage and coordinate interactions between the seller’s and buyer’s legal and financial advisors.
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
McCracken Advisory Partners’ role in a buy-side mandate is to manage from end to end the process of identifying and screening narrowly defined acquisition targets; the negotiation of the LOI and Definitive Agreements and the coordination of acquisition due diligence.
We cut our teeth in mergers and acquisitions by growing our own agencies with progressive buy-side strategies. McCracken uses this real world experience to guide buyers to carefully selected targets using a thorough selection and vetting process aimed at finding the cultural and business characteristics that precisely meet your business objectives.
Acquisition Strategy
We will develop an informed strategy to screen and identify only ideal acquistion candidates in support of an agreed M&A narrative.
Search & Vet
A combination of desk and in-person screening interviews and data collection to narrow the field to that fit the mandate’s criteria.
Deal Negotiations
An omni-present process beginning with the negotiation of LOI (deal value and structure) to the Definitive Agreements (SPA, Working Capital Target, Employment Agreements).
Coordination to Completion
We manage and coordinate interactions between the seller’s and buyer’s legal and financial advisors.
Leadership
A leader in M&A for Advertising Digital Marketing Agencies, Media and Marketing Technologies, we guide our clients through organic growth, acquisitions, and eventual exits. Our team’s extensive industry experience sets us apart. Coupled with a deep understanding of cultural and people-centric aspects of deal making, we steer the process with the proficiency needed to ensure cultural and commercial success.
Keith McCracken
Founder
Hails from Liverpool, England and has enjoyed a career that spans both sides of the Atlantic. In 1986, Keith founded the marketing communications agency McCracken Brooks and under his leadership, the agency gained international recognition for its breakthrough creative work and was named U.S. Marketing Agency of the Year, an unprecedented and still unmatched, three years in a row from 1991-1993.
A serial entrepreneur, in 2000 McCracken was one of the founding partners of the GEM Group, an international sponsorship and marketing services agency with offices in North America, Europe and Asia.
In 2002, Keith was inducted into the Hall of Fame of the Marketing Agencies Association Worldwide and remains a Lifetime Member.
As CEO and Founder at McCracken Advisory Partners, Keith continues to make waves in the investment banking sector, achieving global recognition for the firm’s mergers and acquisitions work.
Rogerio Campos
Partner
Over 25-years of multi-platform experience in marketing communication and media with multi-national agencies including JWT, Leo Burnett, McCann Erickson and Ogilvy. He has developed an innovative approach to solving complex business problems and shepherding marcom agencies into building successful partnerships with one another.
He is experienced in wide range of established marketing disciplines, including branding & design, direct marketing, advertising, sponsorship activation, retail promotion, digital and shopper marketing.
Rogerio is multicultural executive with hands-on experience building brands in Brazil and internationally, having operated in the Americas (North and South), in Europe and in Asia.
