ABOUT THIS PODCAST 🔗
Conversations on building and realising agency value. The Agency Principals Podcast is for independent agency founders who want honest conversations about the long game — from early ambition through growth ceilings, valuation, and the question every founder eventually faces: what do I actually want the future to look like? Hosted by Simon Morgan and Doug Baxter of Agency Futures, each episode brings in founders, buyers, and investors who've been through it.
Update frequency:
every 20 days
Average audio length:
23 minutes
Guest interviews
English
United States
10 episodes
since March 30, 2026
episodic
LATEST EPISODE 🔗
Modus, the London PR agency Julian Vogel founded 38 years ago, has joined Ardmore Group. Agency Futures originated the introduction between Modus and Ardmore Group and advised Modus throughout the transaction.Julian sits down with Jane Boardman and Doug Baxter of Agency Futures to talk through the …
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PREVIOUS EPISODES 🔗
In this episode, Simon talks to Stanley Henry, CEO of Auckland based organic social agency: The Attention Seeker. Stan shares how his agency leverages AI, through Kevan a Context Brain built around his specific agency knowledge and skills. Through Kevan attn:Seeker automatesand optimizes agency ope…
Buying agencies for scale used to be the whole model. Ruud Wanck of Candid Platform says that model is finished.
Doug Baxter sits down with Ruud, whose Amsterdam group has grown by acquisition across the Netherlands, Belgium and the UK, to ask what he is actually buying now, what he will no longer …
Unlock the secrets to selling your agency with our Exit Playbook! 🚀 In this episode, we dive deep into the essential questions every agency owner must consider before selling.Key takeaways:* Understand the motivations behind selling your agency.* Explore the importance of being "match fit" for pote…
The conversation with Paul Hughes, co-founder of Rothco, delves into the intersecting trajectories of art, agency, and football, highlighting the commonality of expression and the rise of Rothco. It explores the decision to sell the agency, Paul's transition to art, the impact of AI on agencies, an…
The conversation with Damien Eley revolves around the theme of participation and its impact on agencies, branding, and immersive technology. Damien shares insights on the role of agencies, the importance of participation, the future of The Many Australia and recent acquisition of CatalstXR a Sydney…
Join Doug Baxter as he explores the philosophy, operations, and future plans of Mindshaker, a creative technology agency in Portugal. Discover how they balance human elements, innovation, and growth while maintaining a deliberate company culture.
key topics
Agency philosophy and deliberate growth…
The conversation explores the journey of Nourish, a specialist food, beverage, and agriculture agency, focusing on demand generation, thought leadership, specialization, business development, and agency growth through M&A. Joanne McArthur, the founder and CEO, shares insights on building a succ…
Stephen Brown has built Fuse Create into one of Canada's leading independent agencies over 23 years — doubled the business in five years, expanded into the US market, and walked away from two serious acquisition conversations along the way. In this episode, Doug Baxter sits down with Stephen to e…
Most agency founders spend years building something valuable without ever stopping to ask what buyers are actually looking for. In this opening episode, Simon Morgan and Doug Baxter lay out the landscape - why the holdco era is fading, what private equity and strategic acquirers really want, and ho…
Disclaimer: The podcast and artwork embedded on this page are from Simon Morgan & Doug Baxter, which is the property of its owner and not affiliated with or endorsed by Listen Notes, Inc.
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