Scott Kauffman
Analyst · Jefferies. Please go ahead
Thank you, Matt, and good afternoon, everyone. The start of 2018 has been challenging. All the prospects for the business this year were strong coming into the year. Our performance in March and April has been disappointing. Separate from the impact of the adoption of the new accounting rules for revenue recognition, which has added some noise to our Q1 reported results, we’ve experienced a number of client cutbacks and spending delays over the past several weeks. In addition, while our new business pipeline continues to build, we’ve also seen a slower rate of conversion of our new business. And in some instances, budgets appear to be smaller than anticipated. Taken together with our 1% organic revenue growth in the first quarter, it’s no longer realistic to expect our agencies to generate the amount of revenue growth over the balance of the year required to hit our original target of approximately 4% organic growth. We’re, therefore, lowering our 2018 financial guidance, and David will provide more detail on our performance and our revised outlook in just a moment. Our results are unacceptable and we know that. So let me tell you what we’re doing about it to improve performance. Revenue generation, operating efficiency and unlocking value are our top priorities. Our revenue initiatives range from scaling our customer data platform, ramping up our centralized business development team to serve all of our partners and their agencies, positioning our portfolio to benefit from the large opportunity in health care, enhancing our digital product and design offering and continuing our successful expansion into new markets outside of North America. First, at the center, we’re investing in data analytics to amplify our agencies strategic value to clients. We’ve incubated Zero & One, a data intelligence platform and consultancy launched earlier this year. This agency, available only within the MDC portfolio, helps solve the biggest problems facing CMOs today. Leveraging a proprietary customer data platform, Zero & One delivers actionable, customer level insights, a clear articulation of ROI on marketing spend and tactical strategies to increase customer lifetime value and reduce churn. Next, health care is an exciting area for us and one that we’re building out in a meaningful way, including adding a seasoned health care marketing executive to bolster our new business capabilities in this area. Health care is almost 20% of the U.S. GDP, and it’s an industry experiencing a staggering amount of disruption, driven by advances in technology and changing consumer behavior. Patients are interacting with providers using a wide range of technology from booking appointments to monitoring their own biometrics, and they’re increasingly going online, seeking content to research conditions, treatment options and pharmaceutical brands. Providers and pharmaceutical companies are relying on marketing content and digital experiences to drive adoption, to promote beyond the pill programs that inspire healthier lifestyles and to generate efficiencies for their businesses. Combined with an aging population across the developed world, the health care sector will continue to grow and be an important source of growth for us. And we start with a very solid foundation in health care. Our Concentric agency experienced another strong year in 2017, and was named Agency of the Year by Met Ad News last month, the fifth time Concentric has received this honor. And across MDC, beyond pharmaceutical companies, we’re already working with hospital networks, health destinations, nutritional brands and other verticals within the broader scope of health. Next, we’re continuing to organize a portfolio of modern marketing platform and attracting the best talent in the industry. Most notably, this quarter, we finalized the acquisition of Instrument, which closed on April 2. We’re thrilled to welcome this world-class firm to the MDC Partners family. In a time of significant change in the industry, our investments in digital-first innovation and data are strengthening our competitive position, ensuring that we have the range of service capabilities to provide innovative solutions and build brand equity. Instrument is a digital brand and experienced innovation firm. One of the best at building brands, products, and personalized experiences across digital channels. Their multidisciplinary team of 175 strategists, designers, technologists and content developers help leading organizations transform their brands. They lead with design and user experience and back it up with deep technology expertise, and it’s the combination of these capabilities that sets them apart. Our plan is to scale Instrument and position it to collaborate with the rest of the MDC portfolio, just as we’ve done successfully over the past decade with Creative; Agencies of the Year, 72andSunny and Anomaly; Media Agency of the Year, Assembly; Leading Global PR Firm, Allison+ Partners; and of course, Concentric. Finally, in terms of operating efficiency, we’ll continue to improve our cost ratios at underperforming agencies, centralize certain functions, consolidate or divest agencies where it makes strategic and financial sense and look at any and all options to improve MDC’s overall positioning. As an example, over the past 2 years, we’ve consolidated the number of separate P&Ls reporting to us from 36 to 27 as of this quarter, either through mergers or divestitures. This creates more scaled assets, delivering more integrated offerings and it allows for better leverage of individual agency resources in areas such as finance, IT and HR. We’re ensuring that our best managers are focused on sales and serving clients, while at the same time, improving our ability at corporate to serve our partners. We think this is critical, and we’re moving quickly to continue these efforts. While managing a portfolio sometimes involves adding capabilities and attracting new firms, from time to time it requires some rebalancing. We sold 1 growing and profitable firm last year for good value, as well as 2 smaller ones. And this follows on select dispositions in prior years, and we expect to continue our rebalancing initiatives going forward. We believe there’s a lot of unrecognized value in our portfolio. Turning now to the overall environment. We continue to see that today’s CMOs are looking for partners to help them transform their business and response to pervasive shifts in consumer behavior, new technologies and disruption in the marketplace. In this environment, we remain very well positioned, thanks to our strategic investments in talent, creativity, strategy, digital and data that we’ve made over the past decade. While we’re operating in an environment that has its share of near-term challenges, we see plenty of opportunity for growth. And while our first quarter financial results are clearly disappointing, it should not be ignored or lost on anyone, that there continues to be outstanding campaigns and business transforming work being executed by our agencies. Our offerings are competitive in the marketplace, as evidenced by our agencies invitation into many of the biggest pitches in the industry. While the pitch process has been slower, during the quarter, MDC agencies won nearly $20 million of net new business, which had helped drive improved revenue growth later in the year. I’d like to touch on one additional update with respect to our corporate governance. We firmly believe that a strong and independent Board of Directors with diverse backgrounds is best able to promote long-term growth and create shareholder value. To that end, over the past 3 years, we’ve implemented a number of board renewal initiatives. And so it’s my great pleasure to welcome Desirée Rogers as our newest Independent Director. Desirée is a results-oriented business leader with strong collaborative and marketing skills, and will no doubt make a great addition to the board. Today, MDC’s 8-member board includes 7 non-management directors, and we remain fully committed to strong corporate governance practices. In closing, we share your frustration with our financial results. We need to do better. Every executive in our company knows this, and we are resolute about doing so. I’d now like to turn the call over to David to walk through the details of our financials as well as our full year 2018 outlook.