𝗔𝗴𝗲𝗻𝗰𝘆 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀 𝗖𝗼𝗹𝗼𝗽𝗵𝗼𝗻 𝗡𝗲𝘄 𝗠𝗲𝗱𝗶𝗮 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿 𝗭𝗮𝗻𝗱𝗲𝗿 𝗕𝗮𝗿𝘁𝗵

In an inside scoop on agency M&A, Colophon New Media’s Director, Zander Barth, was recently featured in an interview on Jason Swenk’s Smart Agency Masterclass podcast where he shared his unique journey into agency ownership through acquisition rather than starting from scratch.

In the discussion, Zander explained how purchasing Colophon gave him a strong foundation of great customers, a high-performing & tenured team, and established processes. He highlighted several key lessons from the experience:

• Culture is the real asset. Processes and systems matter, but it’s people and shared values that keep customers coming back.
  
• Nothing is more important than connecting with and trusting the seller. Zander maintains a great relationship with the Colophon founder and it was paramount to a smooth transition.
  
• Expect surprises. Tribal knowledge, client quirks, and hidden history always show up. Roll with the flow.
  
• Acquisition beats starting cold. An agency with a solid foundation can save years of trial-and-error from product market fit and talent fit.
  
• AI is the new edge. The Colophon team use AI to analyze data, troubleshoot, and Zander has even used it to stress-test M&A opportunities.

Acquisition isn’t “passive income” or a “shortcut”; it’s hard work that requires strategic thought at every turn, working only if future vision and core values are aligned on all sides of the deal.

Listen to the podcast on Spotify.