M Liner General Presentation
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General presentation of Group of Companies M Liner
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M Liner General Presentation
- 2. Executive summary According to its strategy, M Liner is looking for a strategic partner for joint business development in Russia Key M Liner advantages are: • Diversified & stable portfolio • Professional team • 15-year experience in advertising • Handling of low- & medium budgets Possible deal structure – attraction of strategic partner (a leading network agency) with a chance of selling share in M Liner
- 3. Company profile M Liner operates in advertising for over than 15 years Full-service advertising agency; provides services in marketing, strategy, creative, ATL & BTL AKAR & RAMU member
- 4. Our team Vitaly Prikhodchenko President Advertising experience since 1993 Education - MGIMO, marketing & advertising faculty, Boston University (MBA ) In 1996 founded M-Liner Since 2005 — President of M Liner Group Mikael Guseinov CEO Education: RGU of Kant Advertising experience since 1997 Since 2011 — CEO of M Liner Group
- 5. Agency structure Account director CEO Media department Design department BTL department Digital department IT & Support Financial department Law department Suppo rt Strategy department Tactics department Media buying Project managers Logistics department Production Creative department Designers Copywriters Media buying Context Ads Clients service departmen t Head account managers Account managers Business development New business director
- 6. Client portfolio Portfolio is very diversified (over than 30 clients) 12 biggest clients account for 80% of revenue Loyal clients exceed 80 % of portfolio All clients growth faster than market
- 7. Key financial figures Actual 2011 Actual 2012 Budget 2013 BILLINGS 581 109 821 600 865 317 1 156 958 843 REVENUE 112 280 358 126 941 548 172 900 876 NET PROFIT 36 312 069 46 700 217 48 818 787
- 8. General idea for merger M Liner can provide effective service for small-size (budgets up to $1 mln.) & mid-size (budgets up to $2-3 mln.) Clients, so our strategic partner can enter the niches, he earlier overlooked M Liner can provide a full range of services, which is very important for mid-size Russian & foreign Clients M Liner receives large clients providing network agency support In 2013 M Liner is expected to increase its revenue by 80%, with support of network agency this figure will be even bigger
- 9. What do we need Brand, technologies, buying possibilities of network agency An opportunity to access tenders, which are restricted for us as non-network agency An opportunity for stable growth & development in long-run
- 10. Competitive advantages/highlights of M Liner Professional team Loyal clients Good relations with suppliers A well-known brand
- 11. Possible deal structure Strategic partner acquires minority stock as a first step of partnership We provide a possibility to acquire shares up to control stock (during several years according to operational & financial KPIs) Put&call options, which provide a chance for strategic partner to acquire up to 100% stock