Marketing & Advertising

Kitcaster carved out a unique niche in the podcasting world by serving executive-level B2B clients looking to grow their presence through long-form, high-impact interviews. Clients typically include tech founders, entrepreneurs with notable exits, and corporate innovators. The agency offers a turnkey experience—from building custom media pages to securing a minimum of 18 podcast appearances over a six-month period. Every engagement is supported by short-form content production and media prep services that enhance impact and positioning.

By 2024, Kitcaster was working with over 150 active clients and averaging $1.1M in annual revenue, all on monthly retainers. With strong inbound lead generation and a proprietary database of 8,000+ podcasts, the team had built an efficient engine for high-quality placement and campaign delivery. This process, coupled with a client-centric culture and deep expertise in storytelling, made Kitcaster a leader in the growing podcast PR space.

Kitcaster’s co-founders, Brandy and Ryan, had built something truly special—and knew the next chapter required more resources, leadership support, and access to complementary capabilities. They were seeking a buyer that could help scale the agency while preserving its values and high-touch client approach. Their goal was to join a larger ecosystem where Kitcaster’s team could thrive, and where they could continue to play an active role during a meaningful transition.

Brandy and Ryan wanted a partner who could accelerate Kitcaster’s growth without disrupting what made it great: its team, culture, and client-first mentality. Their ideal buyer had experience in PR or adjacent verticals and could bring operational support, team development opportunities, and new distribution channels for Kitcaster’s services. Cultural fit was a must—they were looking for shared values, not just a good financial deal.

To position Kitcaster for sale, Merge focused on the agency’s unique market niche, operational efficiency, and strong customer economics. The business stood out for its scalable, process-driven service delivery, with a 100% recurring revenue model.. By highlighting Kitcaster’s clean financials, low owner involvement, and loyal client base, Merge showcased the opportunity for a strategic buyer to step in and scale quickly.

Merge marketed Kitcaster as the go-to agency in the podcast placement category, a rapidly growing segment of PR. The positioning emphasized Kitcaster’s streamlined client experience, niche B2B focus, and strong operational backbone. This narrative attracted interest from buyers in media, PR, and digital marketing. Moburst—who had recently acquired Uproar through Merge—quickly emerged as the best fit. They were actively seeking to deepen their PR capabilities and saw Kitcaster as a perfect bolt-on.

The acquisition by Moburst brought immediate value to both parties. Kitcaster gained access to a broader suite of marketing services and growth infrastructure, while Moburst expanded its service offerings and talent base. Importantly, Brandy and Ryan stayed on for the transition, ensuring continuity and alignment. With complementary cultures and aligned visions, the integration has been smooth, productive, and filled with new growth opportunities.

Since the acquisition, Moburst has already begun integrating Kitcaster’s podcast placement services into its broader PR campaigns—creating a seamless, multi-channel offering for both legacy and new clients. Kitcaster’s team has benefitted from expanded professional development opportunities and cross-functional collaboration. The partnership has unlocked exciting potential for global expansion, additional content services, and a broader footprint in the B2B communications space.

Merge played a central role in identifying the right buyer, crafting a compelling market narrative, and guiding both sides through the deal. From positioning Kitcaster as the top agency in a high-growth vertical to aligning the seller’s goals with Moburst’s acquisition strategy, Merge helped ensure this was a win-win for everyone involved. The result is a thriving agency that’s now part of a larger vision—continuing to grow and create impact in the podcasting and PR world.