In Q1 2025, content creation was a key theme across global media and technology M&A (see our Q1 M&A review). Strategic buyers are no longer just looking for scale or reach, they are looking for storytelling power, creator fluency, and the ability to produce platform-native content at pace.

At WY Partners, we tracked a 4% YoY increase in deal activity in our Q1 2025 M&A review, marking the third consecutive quarter of growth. But beyond the numbers, one clear trend stands out and that is that buyers are targeting content creation capabilities to stay relevant in an ever-evolving digital landscape.

Major marketing services networks are demonstrating varied approaches to acquisition. While some networks like IPG and Omnicom made no new acquisitions in Q1 (likely due to their own planned $13bn merger), others like Publicis and Havas have continued acquisition sprees, each completing three deals in the quarter. Publicis acquired Lotame in the US to strengthen its content and personalisation capabilities, and Havas acquired Channel Bakers, a US-based retail media agency.

Independent and challenger networks have been particularly active, with companies like Brave Bison making two acquisitions in Q1 – Engage Digital, a specialist in sports-led content and audience engagement, and Builtvisible, a leading expert in SEO-driven content strategy and digital PR. Both deals advised by WY Partners. While, SAMY Alliance acquired Content Lab, a US-based creative and TikTok partner agency, to enhance its culturally relevant, high-performance content offering.

This activity demonstrates how mid-sized networks are using M&A strategically to challenge the dominance of larger holding companies by acquiring specialised content capabilities, particularly in short-form, platform-native formats like TikTok and Instagram Reels. These acquisitions are not just about adding scale, but about capturing the attention of younger, digitally native audiences through agile, culturally relevant content.

What’s driving this?

The first is integrated digital demand. Brands increasingly want full-service partners offering everything from SEO and social to AI and e-commerce, with content at the centre. Acquiring content agencies helps buyers broaden capabilities, drive cross-sell, and boost client retention.

Secondly, AI-enabled creativity. Generative AI is transforming content production, enabling scale and hyper-personalisation. Rather than replacing human ingenuity, AI acts as a powerful creative partner-streamlining workflows, amplifying innovation, and enabling new forms of storytelling.

Thirdly, a rebalanced creator economy. After a funding correction, the creator economy is regaining traction, now with more realistic valuations. Content-focused deals are on the rise, especially in digital publishing, which accounted for over half of tracked deals between 2022 and Q3 2024 (Source: Forbes). This concentration of activity in content-focused companies demonstrates the strategic importance placed on content creation capabilities in the current market.

Notable deals in Q1 2025

In performance and media, T-Mobile acquired Blis, a privacy-first ad tech firm, from LDC for $175m.

Content creation saw key moves, including SAMY Alliance’s acquisition of Content Lab, a TikTok-focused creative agency, and Vice Media’s acquisition of London Alley, a youth-driven digital studio.

Among the holding groups, Publicis acquired Atomic 212 (Australia), BR Media Group (Brazil, influencer marketing), and Lotame (US, data platform). Havas added CA Sports (Spain), Channel Bakers (US, retail media), and DON (Argentina/Mexico) to grow its global content and commerce footprint.

Challenger networks also made strategic moves. Stagwell acquired ADK Global in Japan and Gold Rabbit Sports to boost its APAC and sports marketing reach. Brave Bison, advised by WY Partners, acquired Engage Digital Partners and Builtvisible to strengthen its sports content and SEO expertise. ITG acquired PureRed (US, AI-powered content solutions).

In carve-outs, IPG sold R/GA to Truelink Capital, and The Mission Group sold April Six to Marketbridge for £17.4m. Meanwhile, Together Group acquired IMERZA and Visualisation One, specialists in immersive and digital twin content.

Future outlook

Several factors suggest continued strong M&A activity focused on content creation agencies throughout 2025.

As the digital landscape matures, we’re likely to see increased consolidation among specialised content creators seeking scale and competitive advantage. Markets like the Netherlands are already seeing this among digital agencies.

This consolidation is driven by the need for scale to compete effectively in an increasingly technological and global market. Smaller specialised content agencies that can demonstrate differentiated capabilities or unique market position will likely remain attractive acquisition targets.

This shift is also being driven by evolving brand behaviour. Unilever, for example, recently announced that it will allocate 50% of its total marketing budget to social and influencer marketing – highlighting the growing value of content-led, platform-native strategies (Source: Forbes). This kind of investment from global brands reinforces the demand for agencies with deep expertise in influencer marketing, short-form content, and creator networks – all of which are key drivers in current M&A deal flow.

Private equity will continue to play a significant role in content agency M&A. As noted in Moore Kingston Smith’s Q1 market analysis, “almost two-thirds of Q1’s deals had PE involvement”. This is expected to continue, with PE and strategic divestment by some of the larger networks being main drivers of M&A in the coming months.

PE firms are particularly attracted to content creation agencies with strong recurring revenue models, scalable technology platforms, and clear growth potential. The emphasis on technology-enabled content creation aligns with PE investment priorities, suggesting continued strong activity in this segment.

The integration of advanced technologies (particularly AI) into content creation processes has created a new class of highly valuable acquisition targets. Agencies that can demonstrate mastery of data-driven content creation, cross-platform distribution capabilities, and measurable performance metrics are commanding premium valuations.

As 2025 progresses, we can expect continued strong M&A activity focused on content creation agencies, with private equity playing an increasingly prominent role alongside strategic acquirers.

If you have any questions on this article, or would like to chat to about your upcoming M&A plans, please get in touch at hello@wypartners.com.