Next 15 Group Boston Consulting Group Matrix
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Stars
Flagship tech PR leadership
Next 15’s specialist tech PR agencies punch above their weight in fast‑growing tech verticals, holding category‑leading accounts and executing complex launches that drove the group to reported revenue of £318.5m in FY2024. These units consistently win high‑profile mandates and demand senior talent; investive hiring and smarter measurement are needed to sustain momentum. Maintain share as the market matures to tilt these Stars into Cash Cows.
Data-led content studios
Data-led content studios within Next 15 are scaling quickly in 2024 as performance content tied to analytics wins larger scopes and demonstrates measurable pipeline impact beyond impressions. Focus on automation, creative ops, and cross-channel packaging is driving efficiency while demand surges. Prioritise margin protection through standardized workflows and yield-focused pricing to sustain profitability.
CRM and marketing automation builds
High-growth demand for Salesforce and HubSpot ecosystems keeps Next 15’s CRM and marketing automation pipeline hot, driven by enterprises shifting spend to CX platforms.
Next 15’s build + run model captures sticky, multi-year retainers, converting implementations into recurring revenue and higher client lifetime value.
Investing in certified talent and accelerators shortens time-to-value; maintaining rock-solid client success enables upsell into lifecycle programs and expansion services.
Integrated multi-agency programs
Integrated multi-agency programs are Stars for Next 15 as large clients increasingly buy orchestration across PR, content, research and digital; tight execution makes integration a durable moat and supports premium billing.
Fund common tooling, shared data layers and program management rigor, and hold the line on measurable outcomes to protect margin and pricing power.
- Orchestration demand: cross-channel retainers
- Moat: execution consistency
- Investment: shared tooling + data
- Pricing: outcomes-led premium
Influencer and social performance
Social-native campaigns with attributable conversions are exploding in growth sectors; the global influencer marketing market reached about $21.1bn in 2023 and was projected above $22bn in 2024. Next 15’s niche expertise wins briefs rivals can’t execute, reinforcing a Stars position in the BCG matrix. Build creator networks and first-party benchmarks to stay ahead, watch platform shifts and keep compliance crisp.
- creator-networks
- first-party-benchmarks
- platform-monitoring
- compliance
Tech PR, data studios & CRM drive FY2024 momentum in group with £318.5m rev
Next 15’s tech PR, data studios, CRM services and integrated orchestration are Stars, driving FY2024 momentum within a group reporting £318.5m revenue. Data studios and social/influencer work scale rapidly (influencer market ~22bn USD in 2024). Invest in tooling, certified talent and outcome pricing to protect margin and convert Stars to Cash Cows.
| Segment | FY2024 metric | Growth signal | Priority |
|---|---|---|---|
| Tech PR | Part of £318.5m group rev | high mandate wins | hire senior talent |
| Data studios | measurable pipeline | scaling scopes | automation |
| CRM/Automation | strong pipeline | enterprise CX shift | certifications |
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Cash Cows
Enterprise PR retainers
Enterprise PR retainers are mature, low-risk revenue streams—2024 client retention averages around 85%, producing steady cash with minimal incremental selling cost and predictable delivery cycles. Maintain quality, trim delivery waste to protect 30–40% operating margins, and keep senior oversight light but present to sustain value. Milk revenues while defending against procurement-driven rate compression.
Corporate comms and reputation
Corporate comms and reputation are cash cows for Next 15: steady demand for financial, crisis and executive comms sustains revenue as the global PR market was estimated at $19.3bn in 2024. High trust and scarce senior expertise preserve margins (typically 15–25%), enabling profitable scale. Standardize playbooks and templates to cut delivery time without losing finesse. Leverage long-term client relationships to cross-sell higher-growth digital and analytics add-ons.
Market research and insight panels
Established panels and trackers provide recurring revenue (typically >60% of the research segment) and show modest growth with strong utilization (around 80–90%). Prioritise automation, realtime dashboards and syndicated products to widen EBIT margins by an estimated 3–5 percentage points. Maintain strict sample-quality controls and demographic calibration to protect renewals, which industry benchmarks place above 90% for high-quality panels.
Managed digital operations
Managed digital operations—always-on media, SEO maintenance and email ops—generate steady, recurring cash with low growth but high client stickiness (annual retention typically >80% in 2024 B2B service benchmarks). Standardize SLAs and shift to nearshore delivery to cut unit labor costs roughly 25–40% and improve margins. Package periodic strategy sprints to upsell clients and boost revenue per account by an estimated 15–30% versus hourly billing.
- Cash profile: low growth, high stickiness
- Savings: nearshore labor 25–40%
- Retention: >80% annual (2024 benchmarks)
- Upsell: strategy sprints +15–30% ARPA
- Operations: SLA standardization for unit-economics
Legacy web support and maintenance
Legacy web support and maintenance delivers a stable book of site upkeep and minor enhancements with predictable, low-churn contracts that require minimal selling effort; in 2024 recurring services accounted for roughly 30% of revenues across digital agency peers. Bundle monitoring, security and performance to lift ARPU while avoiding heavy capex—optimize cost-to-serve to protect margins.
- Low churn
- High margin maintenance
- Bundle to raise ARPU
- Capex-light: optimize cost-to-serve
PR & comms retainers: 80–90% retention, recurring revenue 30–60%, cut costs 25–40%
Enterprise PR retainers, corporate comms, panels and managed digital ops deliver low-growth, high-stickiness cash with retention 80–90% (2024), operating margins 15–40% and recurring revenue share 30–60%. Prioritise automation, SLA standardisation and nearshore delivery to cut unit costs 25–40% and lift EBIT 3–5pp; upsell sprints add ~15–30% ARPA.
| Segment | Retention | Margin | Recurring% | Cost save | ARPA lift |
|---|---|---|---|---|---|
| Enterprise PR | 85% | 30–40% | 50% | 25–40% | 15–30% |
| Corp comms | 80–90% | 15–25% | 40% | 25% | 15% |
| Panels/trackers | >90% | 20–35% | 60%+ | Automation | — |
| Managed digital ops | >80% | 20–35% | 40% | 25–40% | 15–30% |
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Dogs
Print-first media services
Dogs:
Print-first media services
sit in low-growth, low-demand territory with crowded competition; print ad share fell to under 10% of global ad spend in 2024, so revenue only trickles in while tying up creative and production staff. Sunset or fold into digital offerings with strict, margin-protecting pricing and no major turnaround capex. Avoid additional spend on rescue or scale-up.
One-off micro projects
One-off micro projects are small, bespoke gigs that drain delivery teams and rarely convert to retainers, eroding utilization and profitability. They often fail to cover true overhead and marginal cost per engagement exceeds billed fees. Tighten qualification and set minimums to protect margins. Decline unless the job demonstrably unlocks strategic accounts.
Commodity link-building SEO
Commodity link-building SEO sits in Dogs for Next 15: race-to-the-bottom pricing and compliance risk erode margins; limited differentiation yields weak client ROI. Next 15 reported revenue of £329.5m in 2023, so low-ROI services drag group profitability. Exit or replace with authoritative content and digital PR; do not chase volume.
Standalone event logistics
Standalone event logistics are Dogs in Next 15’s BCG matrix: logistics-only work yields low single-digit EBITDA margins (typically 2–5%) and is non-strategic, with volatile demand and high operational stress offering little leverage; 2024 market recovery left logistics volume swings and price pressure intact. Bundle logistics only inside integrated, strategy-led programs or divest them; prioritize strategy-led experiences with higher margins and client retention.
- margin: 2–5% EBITDA
- demand: highly volatile 2024
- leverage: low
- action: bundle or drop
- focus: strategy-led experiences
Non-core geographies with low share
Non-core geographies with low share in Next 15 (LSE: NXT) are small offices without anchor clients that soak up disproportionate management attention, with muted and highly competitive growth prospects; consolidate, partner, or divest these units. Reallocate leadership time and resources to scalable hubs and higher-margin agencies to improve group ROI and operational leverage in 2024.
- action: consolidate, partner, or divest
- risk: distracts senior leadership
- priority: reallocate to scalable hubs
Cut print, divest non-core geos — print now under 10%, avoid rescue capex
Dogs: print-first media, one-off micro projects, commodity link-building and standalone logistics sit in low-growth/low-return slots; print ad spend fell below 10% of global ad spend in 2024 and Next 15 revenue was £329.5m in 2023. Cut or fold into digital, set strict minimums, and divest non-core geographies; avoid rescue capex.
| Item | Metric |
|---|---|
| Print ad share (2024) | <10% |
| Next 15 revenue (2023) | £329.5m |
| Logistics EBITDA | 2–5% |
Question Marks
AI-enabled content operations
AI-enabled content operations sit as a Question Mark for Next 15: client curiosity has exploded since 2023 while the group’s share is still forming. The category promises big efficiency gains and personalization, with the generative AI marketing opportunity estimated in the tens of billions by 2024. Next 15 should invest in proprietary workflows, governance, and measurement and move fast to avoid becoming a follower.
Retail media and commerce content
Retail media is on fire: global retail media ad spend grew roughly 20% in 2024 to an estimated $75bn, creating a major demand signal. Next 15 has capabilities but not category dominance, aligning well with performance content and creative teams. Priority: build retail partnerships, reporting IP and packaged offers to capture share. Decide rapidly whether to scale deeply or stay selectively focused on high-margin partners.
Health and life sciences comms
Health and life sciences comms is a high-attractiveness, fast-growing vertical with complex regulatory and data-compliance demands and premium pricing potential; global pharma promotional spend exceeded $30bn in 2023, underscoring client budgets. Current Next 15 footprint is emerging, so hire seasoned sector leads and secure lighthouse wins with measurable ROI. Scale only after repeatable playbooks and compliance-validated processes are proven.
Sustainability and ESG advisory
Sustainability and ESG advisory sits in Question Marks: demand is rising as sustainable AUM reached $35.3 trillion globally per GSIA 2023 and EU CSRD expanded disclosure to ~50,000 firms from 2024, yet the field is crowded with consultancies. Credibility now hinges on data, not slogans, so productize reproducible frameworks and evidence-led storytelling; if client traction stalls, pivot to comms execution where Next 15 has scale and creative advantage.
- market: GSIA 2023 $35.3T
- regulation: CSRD ~50k firms (from 2024)
- strategy: productize frameworks + evidence-led narratives
- exit: pivot to comms execution where Next 15 wins
AR/VR and experiential storytelling
AR/VR and experiential storytelling sit as a Question Mark for Next 15: global AR/VR market estimated at about $36 billion in 2024 with ~25–30% CAGR, high buzz but client budgets are uneven and platforms remain fragmented; creative edge exists but market share for agency players is thin. Pilot with select innovator clients using reusable assets; kill quickly if ROI metrics don’t justify burn.
- High buzz, fragmented platforms
- Uneven client budgets; prioritize pilots
- Market ~ $36B (2024), high growth
- Thin market share—reuse assets
- Terminate fast if outcomes fail
AI, Retail, Health, ESG - act: $75bn, $35.3T
AI content: explosive client interest; generative AI market estimated in the tens of billions by 2024 — invest IP, governance, measurement. Retail media: global spend ~ $75bn in 2024 — build retail partnerships and packaged offers. Health/life sciences: pharma promo > $30bn (2023) — hire sector leads and prove compliance playbooks. ESG/ARVR: ESG AUM $35.3T (GSIA 2023); AR/VR ~$36bn (2024) — pilot then scale or exit.
| Category | Metric | Priority |
|---|---|---|
| AI content | tens of $bn (2024) | Invest IP, governance |
| Retail media | $75bn (2024) | Partnerships, packaged offers |
| Health | >$30bn promo (2023) | Hire leads, compliance |
| ESG | $35.3T AUM (2023) | Productize data-led frameworks |
| AR/VR | $36bn (2024) | Pilot; kill if no ROI |