AgentC Advisory
Advisory | Independent Board Member | Non Executive Director | Interim management | Talent | For Agency Founders: Accelerate Growth & Optimize Exit Value. For Acquirers: Identify target Agencies.
Advising Successful EMEA Businesses
AgentC gives agency leaders the clarity to navigate disruptive markets with confidence. Having scaled operations across EMEA at the highest level, I focus on optimizing your margins and building a compelling equity story that creates measurable value and lasting momentum.
Board Advisory
Gain the senior perspective and structural focus needed to step away from daily operational chaos.
Commercial Growth
Optimize your pricing and sales pipeline to drive profitable scaling and protect your agency’s margins.
Corporate Development
Accelerate your agency’s footprint through strategic partnerships, smarter M&A, and market expansion tactics.
Exit Readiness
Maximize your agency’s valuation by building a compelling equity story that thrives independently of founders.
Making an Impact Across EMEA
My approach is rooted in my experience as MD EMEA at Media.Monks, where I played a pivotal role in scaling the region into a multi-thousand-person global leader. I bring that same high-level strategic lens to your agency, helping you bridge the gap between local execution and global strategy to drive consistent, cross-border results and enterprise-level valuation.
Digital Leader with 20+ years Agency experience
With over two decades at the forefront of the digital shift, I’ve navigated the industry’s evolution from the early days of search to the current era of data-driven AI, giving me a unique perspective on what creates lasting value versus temporary hype.
Years Agency Experience
%
Average YoY revenue growth delivered
Focus on results
I don’t believe in rigid processes; I believe in practical solutions that directly contribute to the commercial value of your agency.
Strategic Validation: We assess your agency’s direction against current market disruption.
Commercial Optimization: From refining pricing models to streamlining sales pipelines.
Organizational Design: We build structures that reduce dependency on founders—a critical step for both operational scalability and future saleability.
Media & Data Strategy: We advise on how to leverage data and media trading as a competitive advantage and a high-margin revenue stream.
Transaction Readiness: We prepare your agency for its next phase, whether that involves a merger, acquisition, or a strategic capital injection.
Marketing Report
You’ll find me contributing to Marketing Report on the regular, turning complex metrics into readable stories. Dive into my three most recent columns below to see what I’ve been up to.
Exit-Readiness
2026 predictions
Holdco tech
About Richard
Richard Smoorenburg provides the strategic clarity and commercial experience needed to navigate the complex agency landscape.
20+ Years of High-Stakes Leadership: Proven track record at industry giants including Endemol, S4Capital (Monks), IPG Mediabrands, and Dentsu.
Proven Agency Scalability: Expert in building, scaling, and transforming agencies across both network organizations and “buy and build” environments.
Data-Driven & Digital Expertise: Deep background in digital media and data-driven marketing.
M&A & Integration Specialist: Hands-on experience in deal readiness and post-merger integration.
Commercial Fluency: Focused on unlocking new revenue streams, optimizing margins, and building future-ready organizations.
Satisfied Customers
“Thanks for all your help and hard work” – you’re a true force of nature when it comes to leading data and digital media (which was implied)
“Richard is amazing in driving the business forward with both strategical and and hands-on advice – He also brings the right network for running a business in the digital age.
Pricing
Pricing is relatively straightforward and based on the value added to the business.
Flexible models including performance pay are encouraged.
The outline below is a rough indication
Board Advisory
Annual- Two straightforward packages
- 1) Quarterly board sessions & annual strategy day.
- 2) Monthly meetings – ad-hoc check-ins and unlimited calls
- Package 1 is more suited for established Management teams and boards
- Package 2 is more hands-on and therefore better suited for startup boards and teams who need more “boots on the ground” support.
Commercial Growth & Operations Strategy
Monthly retainer & PerformancePerformance, media-buying & pricing optimization.
- Monthly pipeline & conversion deep-dives.
- Margin management & pricing optimization.
- Strategic service design & GTM evolution.
- Sales team coaching
Corporate Development & Exit Readiness
Monthly retainer & PerformanceM&A, international expansion, and premium exit positioning.
- International scaling & EMEA consolidation.
- Equity story crafting for max valuation.
- Financial cleanup & founder-dependency reduction.
- Custom Retainer + Success Fee
Reach Us
Happy to hear from you – contact details below or via the form on the right
Thematerweg 13A – 3455SM – Haarzuilens – Netherlands
+31 6 26140489
richard@agent-c.nl
English