Interview with Carter Digital (acquired by WONGDOODY)

1.    What were your thoughts prior to going into a sales process?

I didn’t have a lot of knowledge about the process, what it would entail, how long it would take etc.

In all honesty, it was daunting. When you’ve created a business from nothing you have a strong emotional attachment, which we all know is pretty irrelevant in the process but takes up a good deal of energy.

One of the reasons we decided on Yefira was the reassurance and empathy around this.

2.    What drew Carter Digital to this opportunity with Wongdoody?

Early on we met with one of the founders and the CEO of WONGDOODY and they were very much like us. They had similar values especially around their people. We knew we had an opportunity to grow with them, especially with the global backing of Infosys, but it was the people that did it for us. I’m glad to say that a year or so in, this still holds true.

3.    How does this acquisition fit into your growth strategy?

Being a like-minded, internationally recognised human experience and brand engagement agency creates enormous opportunities for us in the Australasian market. This enables us to further our industry-leading work, connecting us to new capabilities, and enhancing our partner's success

There is also an element of personal growth, not only for ourselves, but also for our staff to progress and develop.

4.    How is it managing the transition from being an independent agency to joining a large organisation?

In one word, challenging. We actually had two large organisations to assimilate with. At this point, WONGDOODY still acted as a subsidiary and was self managed, while they offered some incredible guidance and support, we didn’t have that option.

Infosys is a beast. Every conceivable action had a process. Almost every process was geared for the large 300,000 person organisation that they are, and our processes didn’t align. It took a lot of effort from both sides to find a solution that fit both of our needs.

There were definite benefits, the clients we are introduced to are now next level. We get to stretch ourselves and produce work we knew we were always capable of, but didn’t have the opportunity. We’ve also had the backing to be able double the size of the team, a definite achievement in the current market.

5.    The completion of the acquisition is only the first step – how did Yefira add value post-deal?

As with any acquisition, the fine print gets tested only after the first year or so. The Yefira team has been there to make sure that our best interests are served. This has been via regular or formal or informal check ins, and acting as a bridge to the Infosys machine and with general guidance. Whatever it was, it was the perfect distance away, never interfering and never more than a phone call way.

Being part of a Yefira alumni has also afforded us introductions to prospective clients or opportunities. Something that wasn’t expected, but definitely appreciated.

6.    Words of advice for entrepreneurs thinking about going through a sale of their business?

Follow your gut, and surround yourself with good people whose opinion you value. Typically, this has got you to where you are now and shouldn’t change when it comes to a sale.

And remember, you need to be comfortable with the people on the acquiring end too, it’s a two way street.