When a clients IP became the main attraction

In M&A, real value often hides in plain sight.

We were advising a marketing communications business - strong numbers, solid performance, good story. But not quite enough to command a premium multiple.

So, we dug deeper.

Beneath the spreadsheets sat something far more powerful: a piece of original IP. A proprietary research methodology that had quietly become the reference point for the entire sector.

It wasn’t just a tool. It was the brand.

Competitors quoted it. Clients relied on it. Industry media referenced it.

We reframed the story, positioning this IP as the hero of the sale narrative. Suddenly, buyers could see what really set the business apart: recurring revenue, client stickiness, and genuine market authority.

They weren’t just buying a service business anymore.
They were securing the industry’s gold standard.

The result?
1) Real competive tension

2) A significantly higher valuation multipple

3 )The perfect strategic buyer

Takeaway: In M&A, your most valuable asset isn’t always on the balance sheet.
Sometimes, it’s the idea everyone else wishes they’d created.