ModusBPCM, the London communications agency founded by Julian Vogel, has joined Belfast-based Ardmore Group. Agency Futures originated the introduction and advised Julian through to completion.
Agency Futures has advised ModusBPCM, the London communications agency working across fashion, beauty and wellness, on its sale to Ardmore Group, the Belfast-based marketing and communications group. The deal was announced on 26 October 2026. Agency Futures originated the introduction between the two businesses, and Managing Partner Doug Baxter and Senior Advisor Jane Boardman worked alongside founder Julian Vogel from the first conversation through to completion.
Ardmore has acquired the whole agency, which returns to its original name, Modus. Strategic director Rosie Pierce becomes managing director and Julian stays on as a consultant. Modus keeps its long-standing partnership with BPCM in New York, and through Ardmore's shareholding in Worldwide Partners it can now draw on a network of independent agencies in around 60 countries.
Why this deal mattered to us
Julian spent nearly 40 years building Modus, and deciding what happens next after that long is about much more than valuation. There are employees, clients, relationships, reputation and culture to consider, as well as what the founder wants from their own next chapter. Our role was to understand all of that before thinking about potential partners, and then to find one that could give the agency greater scale, broader capabilities and international reach while recognising everything that had made Modus successful in the first place.
We call this empathetic M&A: commercial rigour, with the same weight given to the people, the clients and the founder's own plans.
"Agency Futures introduced us to a partner who shares our ambition. Doug and Jane were alongside me every step of the way, from the initial search and introduction through to completion, and I couldn't have asked for a better team to guide us through such an important transition." Julian Vogel, founder, Modus
In the press
WWD: Modus sold to Ardmore Group, with founder Julian Vogel remaining a consultant
AdWorld: Ardmore acquires London-based ModusBPCM as part of international expansion
Congratulations to Julian, Rosie and the Modus team, and to John Keane and everyone at Ardmore.
If you are beginning to think about the future of your agency, or know someone who is, we are always happy to have a confidential, no-obligation conversation. Start here.
Preguntas frecuentes
EL PLAYBOOK
The Match-Fit Playbook
M&A de agencias, del crecimiento a la salida. La guía práctica para construir valor en su agencia y afrontar una venta en sus términos, extraída de las operaciones que asesoramos.