Agency Business #44: How to sell or buy an independent media agency, with former Media Experts CEO Mark Sherman
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Oct 27, 2025 Mark Sherman, founder and former CEO of Media Experts, shares his insights on the dynamics of independent versus holdco agencies. He discusses the challenges and opportunities for new large independents emerging today. Mark emphasizes how independent agencies can outpace their corporate counterparts through culture, agility, and bravery. He delves into M&A strategies, advising sellers to maintain their confidence and encouraging buyers to appreciate independent strengths. Mark also highlights the critical operational aspects that underpin agency success.
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Play Hard To Get In M&A
- Never look like or act like a seller when you're preparing to sell your agency.
- As a buyer, always be prepared to walk away from a deal to preserve leverage.
Independents Win On Culture And Speed
- Independents can outperform holdcos in culture, speed, and ownership-driven decision-making.
- Mark Sherman only fully appreciated independent advantages after experiencing holdco constraints.
Bravery Vs. Fear Drives Organizational Behavior
- Bravery enables fast, owner-driven decisions and stronger culture in independents.
- Holdco environments often cultivate fear, which inhibits entrepreneurship and speed.