BIMA Next Level Agency Leadership | Don Elgie Keynote

Premier Agent | Zillow & Trulia

Don Elgie, Business Advisor and Non-Executive Director speaks on how to take your agency to the next level.

Next Level Agency Leadership
@BIMA #BIMALeadership
EVENT

Taking your agency to the next level
Don Elgie
Business Advisor & Non-Executive Director

• Founder & CEO of Creston Plc - a Full List digitally focused marcoms
Group £80m revenue
• Chairman of Crossrider – AIM listed Ad Tech group. $85m revenue
• Chairman of Emoderation - £10m revenue international social media
& moderation business
Don’s Background

Setting the scene
4 Taking your agency to the next level
“The individuals that have the greatest ability to
survive, are those that can adapt to the
changing conditions of their environment.”
Charles Darwin

The current situation for (digital) Marcoms
5 Taking your agency to the next level
• A race to the bottom in terms of profitability
• Declining margins caused by client procurement & churn
• Clients taking more work in-house
• Our industry is in danger of becoming commoditized
• In 3-5 years time, the whole shape of our industry will be very
different due to technological advances

10 Points to consider in taking your agency
to the next level
6 Taking your agency to the next level

Benchmarking
Taking your agency to the next level
• How well do you really know your clients & what they want?
• How do you minimise client dissatisfaction?
• Do you have the right skill sets for tomorrow's world?
7

Growth
Taking your agency to the next level
• How will you drive fresh thinking within your organisation?
• How do you become a trusted business partner of your clients?
• How do you go about identifying new products & markets?
• Do you need partnerships to break into new areas?
• Does your business need restructuring to make it fit for purpose?
8

Financial
Taking your agency to the next level
• How do you go about improving margins?
• Do you have a clear set of KPIs from which to judge the business?
9

Improving Margins
10 Taking your agency to the next level
• Examining developing disruptive technologies that transform the way your
clients work
• E.g. develop SaaS type software where the IP rests with you, not the client
• Client revenue is sticky – very disruptive to change agencies
• Net margins can transform from 10%-15% to 30% plus!

SaaS Valuations
11 Taking your agency to the next level

Valuations can Transform
12 Taking your agency to the next level
• Conventional Marcoms (digital) businesses say
 1x revenue. 6x EBITDA
• SaaS type business say
 2-7x revenue. 13-33x EBITDA

Summary
13 Taking your agency to the next level
Be brave, be bold
Embrace change
If you grasp a nettle tightly, it doesn’t sting!

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@BIMA
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@BIMA_HQ

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