Next 15 Group SOAR Analysis
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Strengths
Diverse portfolio of over 20 specialized boutique agencies
Next 15 Group's 20+ specialist boutique agencies give it reach across digital, data, and PR, while each unit keeps its own pace and culture.
This decentralized model lets agencies like Archetype, Outcast, and Savanta stay nimble and client-led, but still tap the scale of a global parent.
That mix helps the Group attract specialist talent and hold tech-focused blue-chip clients that often outgrow more rigid holding companies.
Dominant market position in the high-margin US territory
The United States delivered about 55% of Next 15 Group revenue in FY2025, making it the core profit engine. Its exposure to the US tech market supports higher billing rates than UK or European agencies, which helps protect pricing. That geographic mix has helped the Group hold an operating margin near 18% to 20% through the cycle.
Advanced proprietary data assets through the Savanta platform
Next 15 Group's ownership of Savanta gives it a built-in first-party data engine, unlike peers that must buy outside research. That matters because Savanta feeds evidence-based marketing into the wider agency network, lifting the value of campaign planning, consumer insight, and executive-level advice. Keeping these insights in-house also supports cross-sell across brands and helps deepen ties with client leadership.
Proven expertise in the business-to-business technology sector
Next 15 Group's strength is deep B2B technology expertise, proven by work for large enterprise clients such as Amazon and Google. That niche matters: global tech spending is often estimated at 5% to 10% of GDP, so this gives Next 15 access to a huge, durable budget pool. Generalist agencies struggle to match the technical depth these clients need, which helps protect pricing and retention.
Robust financial profile and high cash conversion rate
Next 15 Group's disciplined balance sheet kept net debt to EBITDA well below 1.5x in FY2025, supporting a cash conversion rate above 90%. That strong liquidity helps fund organic growth and tactical acquisitions while still backing progressive dividends and occasional share buybacks.
Next 15: High-Margin US Growth, Strong Cash, Low Debt
Next 15 Group's strength is its specialist, decentralized agency model, which keeps client teams nimble while giving them scale through a global parent.
FY2025 US revenue was about 55% of group sales, and operating margin stayed near 18%-20%, showing strong exposure to higher-value tech work.
Savanta adds first-party data, and net debt stayed below 1.5x EBITDA, with cash conversion above 90%.
| FY2025 metric | Value |
|---|---|
| US revenue mix | ~55% |
| Operating margin | 18%-20% |
| Net debt / EBITDA | <1.5x |
| Cash conversion | >90% |
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Opportunities
Rapid integration of generative AI into creative workflows
Generative AI can help Next 15 Group speed up high-volume content work, local translation, and task routing for global brands, with clients already chasing 20% to 30% productivity gains.
By fiscal 2025, that shift supports higher service margins if AI agents cut manual hours across the Group's network and let teams handle more campaigns without adding headcount.
This puts Next 15 Group in front of the AI advisory demand curve as brands seek help moving from pilot use to scaled, revenue-linked workflows.
Expanding presence in the high-growth Asian digital markets
SEA is a strong external growth path for Next 15 Group because the region's fast digital adoption and rising middle class are pulling more brand spend online. Building hubs in Singapore, Jakarta, or Bangkok can help Next 15 serve local clients that want to expand into Western markets, while also broadening its mix beyond the US. If that regional push lifts won organic growth by 3% to 5% by the late 2020s, it would meaningfully improve scale and reduce dependence on one market.
Consolidation of the mid-market MarTech ecosystem
The mid-market MarTech space still has more than 14,000 tools, so there is plenty of room for roll-up deals and platform cleanup. Next 15 can use its scale to buy niche software firms, fold their tech into one stack, and pair it with creative services. That gives Fortune 500 CMOs one vendor, less complexity, and better cross-sell potential.
First-party data strategy for a cookie-less digital environment
As Chrome still holds about 65% of global browser share in 2025, the move away from third-party cookies makes first-party data far more valuable. Next 15 can use its research panels and owned audience tools to offer privacy-safe measurement, reach, and attribution when ad-tech tracking is weaker. That should appeal to marketers facing tighter consent rules and higher demand for transparent, permissioned data.
High-level digital transformation and C-suite strategic consulting
Clients now want a partner that can sit in the boardroom and shape full digital change, not just run ads. That lets Next 15 Group move up-stream into higher-fee strategy work now led by management consultancies. Its deep-tech agency links can turn one project into broader business advice, lifting revenue per client.
Next 15 Gains from AI Demand, SEA Growth, and Privacy-Safe MarTech
Next 15 Group can win from AI-led service demand, since clients want 20% to 30% productivity gains and faster content delivery. SEA expansion is another lever, with digital ad spend and regional hubs like Singapore and Jakarta helping diversify growth. MarTech roll-ups and cookie loss also support privacy-safe data services.
| Opportunity | 2025 signal |
|---|---|
| AI services | 20%-30% productivity target |
| Browser shift | Chrome about 65% share |
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Aspirations
Attaining the status of a premier global marketing technology lead
Next 15 Group is trying to be seen less as a PR shop and more as a software-led marketing technology company. In FY2025, that means pushing toward recurring license and data revenue, which is steadier than hourly billing and can support higher market multiples than a pure agency model. The goal is to compete on software and data, not just media assets, so the firm can look more like a modern digital platform than a traditional services group.
Establishing the Group as the global standard for ethical data use
Next 15 Group can position itself as a safe haven for sensitive client data by making privacy and transparency a core service promise. In 2025, more than 160 countries have data-privacy laws, so clear rules on first-party data collection and storage are now a buying factor, not a side issue.
That stance can help win trust from major corporate clients that face rising GDPR and US state-law risk, with global privacy fines already in the billions of euros. If Next 15 Group sets tighter standards than peers, it can turn compliance into loyalty and repeat work.
Achieving significant Net Zero milestones ahead of schedule
Next 15 Group has set a clear 2040-or-sooner net-zero target, which puts a hard date on its sustainability push. Tying ESG metrics to executive pay helps push every agency toward the same goal, not just the central team. That matters in 2025, when many global RFPs now score marketing partners on ESG, so stronger carbon performance can help win and keep clients.
Creating a fully integrated and AI-driven agency ecosystem
Next 15's aim is a single AI-led operating system that links creative, data, and research teams so client work moves without silos. In FY2025, that matters more because the agency market is still consolidating, and a tighter workflow can lift speed, margin, and cross-sell across a network built for scale. If the platform works end to end, Next 15 could become the most efficient operator in marketing services.
Becoming a Top 10 global digital services group by revenue
Next 15 Group is still a mid-tier player, but its 2025 scale and tech-led model give it a real path to the top 10 global digital services groups by revenue. Management's aim is to grow at about 2x the market, using both organic gains and M&A to build the size needed for $100 million-plus multi-year global deals.
That kind of scale would boost buying power, widen client access, and help prove that a tech-first model can beat slower legacy networks.
Next 15 Group Bets on AI, Data, and Recurring Revenue
Next 15 Group's 2025 aspiration is to shift from services-led revenue to a software, data, and AI-led model, with recurring income and higher margins. The goal is to make the business look more like a digital platform than a classic agency.
It also aims to use privacy, compliance, and ESG as sales tools, since those now affect client buying in regulated markets. A tighter operating model should help win larger, longer contracts.
With a 2040-or-sooner net-zero target and AI-linked workflows, Next 15 Group wants scale, speed, and stronger cross-sell across its brands.
Results
Resilient organic revenue growth during period cycles
In the fiscal period ending early 2026, Next 15 kept organic revenue in positive territory, at mid-to-high single-digit growth, while many peers contracted. That shows its tech-sector focus is still paying off, and its specialist services are sticky with enterprise clients. In a maturing market, that kind of 5%+ organic growth points to solid business fundamentals.
Consistent operating profit margins near 20% across agencies
Next 15 Group kept adjusted operating margins in a tight 18% to 21% band in 2025, with full-year adjusted operating profit at about £118m on revenue of about £575m. That is far above most legacy advertising agencies and shows strong cost control plus real pricing power. In SOAR terms, this margin stability is a clear strength because specialist work is still commanding a premium.
Successful integration of three major strategic acquisitions
Over the past 24 months, Next 15 Group plc has successfully integrated three major strategic acquisitions, keeping key leaders and client contracts in place. That track record lowers execution risk in its buy-and-build model and supports investor confidence. Realized synergies from shared back-office functions and cross-selling helped lift FY2025 earnings.
Significant increase in multi-service client revenue contribution
As of March 2026, Next 15 Group is seeing a bigger share of revenue from top 50 clients that use three or more agencies across the group. That is wallet share expansion: one client buys more services, so switching costs rise and contracts tend to last longer. The move from one-off projects to multi-year platform deals shows the integrated model is working.
Leading industry recognition and consistent agency award wins
Next 15 Group's agencies kept winning major awards in 2025, with recognition in both the US and UK for creative work, data use, and digital strategy. That third-party validation supports the decentralized model by showing client teams can deliver strong work without a single central brand. Prestige also helps cut client win costs and supports hiring, since award-led firms tend to attract senior talent faster.
Next 15 FY2025: Growth, Margin Strength, and Smooth Acquisitions
FY2025 showed Next 15 Group's core strength: about £575m revenue, about £118m adjusted operating profit, and adjusted margin of 18% to 21%. Organic revenue stayed in mid-to-high single-digit growth, so the business kept growing while many peers slowed. Three major acquisitions were integrated without breaking client retention, which supports the buy-and-build model.
| FY2025 | Value |
|---|---|
| Revenue | £575m |
| Adj op profit | £118m |
| Adj margin | 18%-21% |
Frequently Asked Questions
Next 15 leverages its decentralized agency model and high tech-client concentration to drive 18% to 20% operating margins. By specializing in B2B technology for companies like Google and Amazon, it achieves higher revenue stability. Furthermore, its proprietary data insights platform, Savanta, provides unique market research that differentiates its consulting offerings from traditional, creative-only advertising rivals.
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