The Marketing Practice

Paul Frampton serves as CEO and leads the acquisition strategy and operational integration of acquired agencies. Since CVC Capital Partners took a majority stake in 2022, strategic direction is governed jointly by Frampton's executive team and CVC's investment committee. Day-to-day operations sit with the CEOs of each acquired subsidiary, who report into the group leadership.

CVC's majority stake, acquired in 2022, shifted the firm from a founder-operated agency into a buy-and-build platform with institutional capital. The strategy has centered on acquiring complementary B2B marketing agencies—four in the first year—and integrating their capabilities under a shared data and technology backbone. CVC's involvement typically signals a medium-term exit plan, likely via a trade sale or secondary buyout.

The firm pursues a buy-and-build roll-up strategy targeting specialist B2B marketing agencies. Acquisitions to date—Omobono, Kingpin Communications, Digital Radish, and Earnest—have been retained as distinct brands rather than absorbed. The holding company layers centralized intent data, AI tools, and shared operations across the portfolio, aiming for cross-selling and cost efficiencies.

The firm focuses exclusively on B2B, serving enterprise technology clients across enterprise software, cybersecurity, and cloud infrastructure. Named clients include SAP, Fujitsu, and Workday. The agency's sector specialization means revenue concentration in technology, though it spans multiple sub-verticals within that domain.

The firm has invested in proprietary AI-driven intent-data tools that underpin its ABM and demand-generation campaigns, but it does not market these as standalone SaaS products. The technology operates as enabling infrastructure—centralized for portfolio-wide use—rather than an external revenue line. Specific platform capabilities have not been publicly detailed.

Operations span the United Kingdom (headquarters in East Hendred, Oxfordshire, with a London office), the United States (New York), Australia (Sydney), and Singapore. The Asia-Pacific presence is particularly relevant for clients running global ABM programs that require regional execution. The firm states multi-continent delivery capability as a core differentiator against single-region B2B agencies.

With four acquisitions completed post-CVC investment and a new CFO appointed in 2024 to professionalize financial operations, the firm is widely expected to continue its consolidation strategy. No specific targets have been publicly named, but the fragmented B2B services market—particularly agencies with data, creative, or vertical specialization—remains the stated focus. The pace of future deals will likely reflect CVC's holding-period timeline.