Ayrton Senna famously said:
“You cannot overtake 15 cars in sunny weather… but you can when it’s raining.”
Right now, the marcomms sector isn’t enjoying the clearest of skies.
Economic pressure, client uncertainty, and market fragmentation have created slippery conditions.
But just like in racing, the rain opens up opportunity.
In sunny times, everyone moves at a similar pace. Overtaking is hard.
When the track is wet, skill, courage, and timing determine who surges ahead.
Most businesses react to uncertainty by slowing down — pausing investment, delaying acquisition plans, waiting for “better” conditions.
But that hesitation creates real openings:
- Market share is up for grabs.
- Exceptional talent becomes available.
- Quality acquisition opportunities appear.
Those who wait for perfect conditions risk being left behind.
By the time the sun comes out again, the race could already be won.
Bold acquirers know that wet tracks are where real progress happens.
In marcomms, the firms making decisive moves today are:
- Securing transformational talent and new capabilities.
- Diversifying client bases to build resilience.
- Positioning themselves for disproportionate growth when the market rebounds.
Strategic M&A during uncertain times isn’t about survival — it’s about acceleration.
Now is the moment to think bigger, act faster, and overtake.
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M&A Advisory
M&A Advisory is a central London based mergers and acquisition specialist advising on company sale and acquisition in the global PR, marketing communications and Martech sectors. With a 25-year heritage, the practice is built upon excellent market knowledge, sound business experience and the highest possible deal completion rates. The team are all experienced professionals and business practitioners who deliver a high quality, cost-effective advisory and execution service. There is a focus on maximising value by ensuring a strong cultural fit and an outstanding business proposition.
M&A Advisory can advise on the right timing, find the optimum partner, consider all cultural and business issues, and recommend the best path to value. Whether there is a need to establish how much a business is worth, how much value can be added before a sale, what buyers are looking for, or deal with unsolicited approaches, M&A Advisory can help.
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