Orchestration Over Ownership: Ivan Fernandes on Building Agencies That Last
ABOUT EPISODE
Ivan Fernandes, a globally recognized marketing management consultant and M&A advisor, delivers a reality check on where agencies stand as AI, consolidation, and client sophistication collide. In this conversation with Adam Weil, Ivan argues that most agency leaders aren't asking the hard questions soon enough. They're waiting to see where things land instead of paying attention to the signals happening right now, from how consulting firms are carving out transformation work to how tech platforms are absorbing media budgets. The expertise that built agencies over the past two decades won't be enough going forward. What matters now is orchestration, vertical integration, and building intellectual property that creates recurring value, not just billable hours.
The discussion digs into what this transformation actually requires. Ivan makes the case for agencies to stop trying to own everything and instead become orchestrators who partner with specialists, connecting the right capabilities at the right time while building products and platforms that clients can buy independently of services. He walks through how vertical integration works in practice, not as a grand strategy requiring massive investment, but as a deliberate move to capture more of the value chain around what you already do well, whether that's adding content production to social campaigns or offering CRM integration alongside website builds. Throughout, Ivan emphasizes that smaller agencies have the advantage here because they can pivot faster, but only if they're willing to challenge their assumptions about what makes them valuable.
Ivan also tackles the uncomfortable truths about valuation, positioning, and exit readiness. He calls out the gap between how agencies think they create value and how buyers or investors actually measure it, pointing to the need for clear IP, scalable systems, and ecosystems that function beyond founder dependency. His advice is grounded in decades of working across independent agencies, holding companies, and private equity, blended with a blunt assessment of what's broken in the current model. For agency leaders wrestling with how to future proof their business or prepare for growth, Ivan offers a clear eyed framework built on focus, partnerships, and the one question every founder should ask their clients: how can I help you get promoted?
GUEST BIO
Ivan Fernandes is a globally recognised marketing management consultant and M&A advisor who works at the intersection of strategy, capital, and growth. With over 20 years of experience spanning independent agencies, holding companies, and private equity, Ivan helps independent agencies, challenger networks, and martech firms unlock value, whether scaling, raising capital, or preparing for exit.
His unique approach blends operational insight with real-world M&A execution, and he is frequently sought out by founders, investors, and global networks navigating the future of marketing. Through his advisory platform ivanfernandes.me, he supports agencies across the US, UK, EMEA, and APAC. Ivan is known for his candid industry analysis on LinkedIn and is a trusted voice in shaping the modern agency landscape.