AdvancedAdvT Limited
Risks
38
affected by a broad range of factors including, without
limitation, the activities of other shareholders in M&C,
market conditions generally, and operational and
financial factors relating to M&C specifically. As a
consequence, Company decisions relating to the M&C
Investment will be more reactive than if the Company
held no existing stake in M&C. Failure by the Company
to respond effectively to any of the foregoing factors
when making investment decisions relating to M&C
could have a detrimental impact on the value of the
M&C Investment and potentially the share price of the
Ordinary Shares, which could have a material adverse
impact on the Company's performance and prospects.
To the extent that the M&C Investment is maintained,
whether in contemplation of a future offer for M&C
being made by the Company or otherwise, such
continued holding will affect the Company's strategy
and consideration of other Acquisition targets. For
example, the Company may pursue a potential
Acquisition which, in order to finance the
consideration, requires the Company to dispose of the
M&C Investment at a price which is less than its cost of
acquisition. Alternatively, the Company may be unable
to complete an Acquisition because it is unable to
dispose of the M&C Investment at a favourable price.
If the Company were to dispose of the M&C
Investment at an unfavourable price, or did not
complete another Acquisition because it could dispose
of the M&C Investment at a favourable price, any such
occurrence could lead to a material adverse effect on
the Company's results of operations, financial
condition and prospects.
• The market in which M&C operates is subject to rapid
change
Advertising markets are changing as audiences move
online and fragment. Agencies must re-orient their
models to target audiences and reflect client demands
for more integrated solutions in this more complicated
marketing environment. Technology and digital
platforms, together with the large volume of data that
these generate, are disrupting the marketing and
communication industry. This disruption is set to
continue, with Covid-19 accelerating these trends,
potentially in ways that are impossible to predict. The
Group cannot predict with certainty the changes that
may occur and the effect of those changes on the
competitiveness of its business. The competitive
environment in which M&C operates will require M&C
to continually enhance and adapt its offering, develop
and invest in new propositions and services and invest
in technology to better serve the needs of its existing
clients and to attract and retain clients. If M&C is
unable to adapt to such market changes or competitive
pressure successfully and/or develop its business and
activities in a timely fashion in response to such
changes, for example as a result of disruption caused
by Covid-19, it could have a material adverse effect on
M&C’s results of operations, financial condition and
prospects. This in turn could lead to an adverse effect
on the Company's results of operations, financial
condition and prospects.
• M&C competes for clients in a highly competitive
industry
The services industry in which M&C operates is highly
competitive. M&C competes with established players,
as well as new market participants. M&C Saatchi's
competitors include large multinational advertising
and marketing communication companies, regional
and national marketing services companies and new
market participants, such as consultancy businesses
and technology companies. M&C Saatchi's competitors
include digital and strategy consultants, in addition to
advertising, marketing and communication services
agencies and technology companies.
M&C may face significant competition from both
domestic and international competitors who have
greater capital, greater resources and superior brand
recognition than M&C and who may be able to provide
better services or adopt more aggressive pricing
policies. There is no assurance that M&C will be able to
compete successfully in such an environment.
The ability to attract new clients and to retain or
increase the amount of work from existing clients may
also in some cases be limited by client policies on
conflicts of interest which may operate to prohibit
M&C from working for two or more clients in the same
industry or sector. Further, the ability of M&C to attract
new clients may be limited by contractual provisions
entitling existing clients to the most favourable
prevailing terms offered by M&C. In accordance with
standard industry terms, clients may, in some
instances, terminate their contractual relationship with
M&C. Such an occurrence could have a material
adverse effect on M&C’s results of operations, financial