Deals
Recent transactions
Two announced deals in the autumn of 2026, one on each side of the table: advising Fanatic on its acquisition of Studio Kin, and advising 53Six on joining the FUEL group. Here is what each involved and what we did.
- What you will find here
- A summary of each transaction, the people involved, our role and what the clients said afterwards. The full announcements are on the individual deal pages.
The transaction
Fanatic, the Bristol agency founded by Ian and Milly Collis-Smith in 2001 and built around digital, technology and performance, acquired Studio Kin, the brand strategy and identity studio founded by James Ratcliffe and Simon Day. The acquisition brings brand thinking, design, digital delivery and performance together in one agency, giving clients greater consistency across their websites, campaigns and communications. James and Simon joined Fanatic’s senior leadership as Creative Director and Client Director.
Our role
We advised Fanatic, the acquirer. Rick had worked with Fanatic’s founders as a trusted advisor before the transaction, so the work began with their ambitions for the agency and turned them into a clear acquisition strategy: what capability Fanatic needed, what the right business would look like and how an acquisition would strengthen the offer to clients.
- Strategy and criteria. Defining the brand and creative capability Fanatic wanted to add and the profile of agency that would fit its culture and client base.
- Shaping the deal. Working through structure, terms and the roles James Ratcliffe and Simon Day would take in the combined agency.
- Working through the detail. Supporting due diligence, the legal process and the questions that come with bringing two senior creative teams together.
- Seeing it through to completion and to the public announcement in October 2026, with the combined team operating as Fanatic.
Working with him and Rob at Motion Advisory Partners helped us turn those ambitions into a clear acquisition strategy. They were instrumental in bringing Studio Kin into Fanatic, shaping the deal, working through the detail and seeing it through to completion.
The transaction
53Six, the Dublin and London sports marketing agency founded by Tom Fox and Marcus McDonnell, joined the FUEL group, bringing specialist sports marketing expertise and audience intelligence to a group with capabilities in live experience, entertainment and production. The partnership reflects the convergence of experiential, sport and culture: live events, social content and fan engagement are closely connected for brands and rights holders, and bringing them together creates more ways to reach audiences, build brands and generate revenue.
Our role
We advised 53Six and its founders, Tom Fox and Marcus McDonnell, on the sale of the agency to FUEL, and worked directly with both sets of founders throughout. The brief was a partner that understood the business and could help take it further; our work was to find the right fit, agree terms that reflected what each business contributes, and get the transaction completed with both agencies’ strengths intact.
- Positioning and fit. Articulating what 53Six brings, in sports marketing expertise and audience intelligence, and why FUEL’s capabilities in live experience, entertainment and production offered the right strategic home.
- Commercial discussions. Working with both sets of founders to progress terms and support the transaction through to completion.
- Integration and people. Leading discussions on shared opportunities, integration priorities and communications with employees and clients, with the focus on where collaboration adds value and how to protect each agency’s strengths.
- Outcome. 53Six retains its brand within the FUEL group, with Tom and Marcus continuing as CEO and COO and leading the agency’s next stage of growth.
From the moment we started working together, we knew that we had the right partner. Their expertise, guidance and support throughout the entire process was second to none.
Thinking about a transaction of your own?
Whether you are selling, buying or still deciding, an early conversation with a founding partner is the most useful first step.