Ignite Marketing ✳︎

Ignite Marketing is recognized as a powerhouse in hospitality marketing, offering a fully integrated suite of services tailored to the unique needs of restaurants, hotels, and leisure brands. The agency’s expertise in crafting award-winning websites, executing high-ROI paid media campaigns, and implementing cutting-edge social media strategies has cemented its position as a trusted partner for industry leaders. Ignite’s portfolio includes collaborations with brands such as Marriott International, D&D London, Puttshack, and Smith & Wollensky, showcasing its ability to deliver results-driven marketing solutions. With a team of 50 seasoned professionals, the agency has maintained long-standing client relationships, with an average tenure exceeding four years.

After two decades of organic growth and consistent profitability, Paul West, the founder of Ignite Marketing, recognized an opportunity to take the agency to the next level. He was looking for a strategic partner who could support Ignite’s expansion into the US while preserving its strong UK presence.His vision post-sale included contributing to Ignite’s continued growth through thought leadership, industry publications, and strategic support. Paul was particularly interested in collaborating with a buyer who valued Ignite’s legacy and could provide operational infrastructure to accelerate its global expansion.

For Ignite, finding the right acquisition partner was about more than just financials. Paul West sought a buyer who could align with the agency’s core values and long-term vision. The ideal partner needed to have a strong presence in the hospitality marketing space, a commitment to high-quality service, and the ability to provide the operational and strategic support necessary for Ignite’s next growth phase. Maintaining the agency’s culture and ensuring opportunities for the team post-acquisition were critical factors in selecting the right buyer. Paul also wanted a partner who would appreciate the unique value of Ignite’s proprietary Fuse e-commerce platform, recognizing its potential to drive substantial growth in the US market.

To position Ignite as an attractive acquisition target, Merge highlighted the agency’s strong financials, extensive client portfolio, and strategic growth potential. Ignite’s profitability, with a 24% profit margin and 70% of revenue coming from long-term retainers, demonstrated the agency’s financial stability. The agency’s well-established leadership team and its innovative approach to hospitality marketing further reinforced its value. Merge also emphasized Ignite’s proprietary technology, Fuse, as a scalable solution with untapped revenue opportunities, making it an appealing asset for potential buyers.

Merge positioned Ignite as a high-growth, technology-enabled hospitality marketing agency with a strong track record of success. By showcasing its impressive client list, scalable revenue model, and deep industry expertise, Merge attracted multiple buyers interested in expanding their footprint in the hospitality sector. Screen Pilot, a leading US-based agency specializing in hospitality marketing, emerged as the ideal buyer. The acquisition provided Screen Pilot with an opportunity to gain a foothold in the UK market while enhancing its service offerings with Ignite’s expertise in branding, paid media, and CRM solutions.

The acquisition of Ignite Marketing by Screen Pilot was a strategic move that benefited both parties. Screen Pilot sought to strengthen its presence in the hospitality sector, and Ignite’s established reputation in the UK provided an immediate pathway to expansion. The deal enabled Screen Pilot to access Ignite’s blue-chip client base and talented team while leveraging Paul West’s industry expertise in a non-executive role. For Paul, the acquisition offered financial security while allowing him to stay involved in shaping Ignite’s future. The cultural and strategic alignment between the two agencies made the transition seamless, ensuring continuity for clients and employees.

Since the acquisition, Ignite and Screen Pilot have successfully integrated their expertise to drive new business opportunities and expand their market presence. The combined entity has been able to scale operations, enhance service offerings, and strengthen relationships with major hospitality brands. Ignite’s proprietary Fuse platform has gained further traction in the US market, contributing to overall revenue growth. The acquisition has also paved the way for a potential second exit in the future, maximizing long-term value for both parties. With a shared commitment to innovation and excellence in hospitality marketing, Ignite and Screen Pilot have positioned themselves as industry leaders on a global scale.

Merge played a crucial role in identifying the right buyer for Ignite Marketing, ensuring a smooth and strategic transition. By carefully positioning Ignite’s strengths, negotiating favorable deal terms, and facilitating the acquisition process, Merge helped create a partnership that aligned with both parties’ goals. The successful transaction highlights Merge’s expertise in connecting high-growth agencies with the right buyers, enabling long-term growth and value creation. Through this acquisition, Ignite found a new home where it could scale effectively while preserving its unique strengths and market position.