The next chapter of your agency starts here.
End-to-end transformation for ambitious agency leaders navigating pivotal moments.
Two independent consultants. One joined up approach.
Reyt Agency brings together agency experts Tom Salmon and Freia Muehlenbein to help agencies navigate pivotal moments of growth and change.
We’re both independent agency advisors, but collaborate on larger, more complex projects where combining our expertise across strategy, growth, operations and transformation creates greater impact.
Tom brings evidence to strategic direction — combining commercial expertise with exclusive Agency by Agency insights to uncover market opportunities, sharpen positioning and shape where the agency goes next.
Freia turns strategic direction into agency-wide change — creating clear transformation programmes that improve leadership, performance and operations, and build a better agency.
What is changing in your agency?
Every agency's journey is different, but we've found that the biggest transformation projects tend to fall into a handful of common pathways we support them with. Choose the situation that feels closest. The route can flex; the outcome stays clear.
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Challenge: Growth, with the foundations to hold it.
Aim: Turn ambition into a commercially clear plan - and make sure the agency can deliver it without stretching the team or margins beyond their limits.
Designed Outcomes: A sharper growth strategy, a scalable operating model and confident leadership alignment.
Market opportunity & positioning
Commercial model & profitability
Capacity, structure & leadership
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Challenge: Pivoting towards a new ideal client profile without pretending it’s just a sales challenge.
Aim: Winning bigger contracts changes your proposition, buyers, pitch, pricing, governance and delivery. We prepare the whole agency for that shift.
Designed Outcomes: A credible enterprise proposition and a joined-up client journey - from first conversation to profitable delivery.
Proposition, narrative & pricing
New business & pitch design
Client service & delivery readiness
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Challenge: Clarify the founders’ next chapter, strengthen the leadership layer and move critical knowledge, decisions and relationships into the business.
Aim: A more valuable, resilient agency - and a leadership team equipped to run it.
Designed Outcomes: A clear transformation roadmap with ownership, evidence, governance and the team brought with you.
Founder vision & succession
Leadership roles & governance
Capability and accountability
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Challenge: Make the new chapter work beyond the announcement.
Aim: Align strategy, leadership, culture and operations so a merger, acquisition or senior appointment produces real value rather than parallel ways of working.
Designed Outcomes: Shared priorities, practical integration choices and a cadence that turns intent into measurable progress.
Leadership alignment
Operating-model integration
Communication & change delivery
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Challenge: Preparing for exit or investment and need to get the house in order.
Aim: Build the evidence, commercial clarity and operational maturity that give buyers, investors and your own leadership team greater confidence.
Designed Outcomes: A more investable agency with a credible growth case, clearer risks and a focused readiness plan.
Growth story & market evidence
Commercial and operational diligence
Leadership & readiness roadmap
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Challenge: Moving on from feeling ‘stuck’ and worry about teams, finances, and the future of the agency.
Aim: We bring clarity to the chaos and help create clear actions and changes to move the agency from survival to sustainable commercial performance.
Designed Outcomes: A clear action plan to recover and re-start, with frank discussions about required future changes.
Financial reviews and optimisation
Organisational re-design
New strategic direction, change plan & implementation
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Challenge: Something fundamental needs to change to explore opportunities or overcome a major challenge…whatever it might be.
Aim: When the old shape of the agency no longer fits, we connect the strategic decision to the practical changes people need to make every day.
Designed Outcomes: A clear transformation roadmap with ownership, evidence, governance and the team brought with you.
Evidence & strategic choices
Organisation and role design
Change plan & implementation
What people say…
"Tom and Freia brought clarity, challenged us in all the right ways and helped us build a plan that feels ambitious, achievable and right for our business. It feels like we've drawn a line under one chapter of Click and are genuinely excited about what's next"
Julie Sowa, Managing Director, Click Consult
Four months with Tom and Freia. The whole agency re-aligned.
Helping you make the right decisions with confidence.
We believe in evidence over opinion.
Tom brings exclusive market intelligence through Agency by Agency, providing insights that can't be accessed elsewhere. Combined with your own commercial and operational data, this gives us a complete picture before any decisions are made.
We put people before process.
Data tells us what. People tell us why. Leadership interviews and team workshops ensure alignment, uncover the real challenges and build ownership for change.
Together, we build change that lasts.
Freia brings extensive agency transformation experience and is a qualified Agile Change Manager, ensuring change is structured, embedded and delivered in a way that lasts for your team.
What does it look like?
Every engagement is tailored to the agency and the challenge you're facing, but our work typically focuses on four key stages.
Our work is outcome focused. Typically, this is geared towards measurable success for commercial growth, operational excellence, client success, people & leadership.
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Align your leadership team around a shared vision, clear priorities and what success looks like.
✓ Shared vision ✓ Clear priorities ✓ Agreed measures of success
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Turn strategy into a practical plan with defined initiatives, ownership and governance.
✓ Prioritised initiatives ✓ Clear ownership ✓ Practical roadmap
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Build the leadership routines, accountability and momentum needed to keep transformation moving.
✓ Better decisions ✓ Stronger accountability ✓ Sustainable momentum
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Create understanding, alignment and ownership across the wider agency.
✓ Teams aligned behind the vision ✓ Managers equipped to lead change ✓ Shared ownership of delivery
There’s never a perfect moment for change.
And making time for your team to get away from the day to day is difficult. So we make change simple, meaning you can start at any point instead of waiting for the right moment.
Your change partners
Together, we help agencies connect strategy with delivery, so change doesn't just get planned, it gets implemented.
Tom Salmon - Where are we going?
Tom is a people‑centric business leader, strategist and marketer with extensive experience advising agencies, investors and brands.
He is CEO of Agency by Agency, which provides data and intelligence to the UK’s marketing, advertising, creative and media agency sector. Its mapping and insights on 25,500 UK agencies is the only comprehensive dataset of its kind, helping the advertising and marketing sector to understand itself.
Previously, Tom led a fast-growing £12m turnover agency with 190 staff across London, Leeds and Sydney through acquisition and integration. Since 2020, Tom has supported agency founders, leadership teams and investors as an advisor and non‑executive director, specialising in strategy, market opportunities and positioning. Helping agency leaders answer the question of "where are we going"?
Clients value his coaching style and practical application of data and insights alongside a very human approach to change.
Freia Muehlenbein - How will we get there?
Freia has helped agency leaders and founders navigate periods of significant change for over 16 years.
From building her own team from 0 to 100 people, to leading strategic transformation programmes across a £10m+ multi-location digital agency in the UK and US, she has experienced first-hand the opportunities and challenges that come with growth.
She played a key role in her agency's transformation journey, helping prepare the business for its successful acquisition by Havas. Today, as founder of Be Reyt Agency Advisory and a qualified Agile Change Manager, she partners with agency leadership teams to help them transform with confidence - helping agency leaders answer the question of ‘how are we going to get there’?
Clients value her ability to quickly identify what needs to change, bring people with her, and turn strategy into practical, lasting operational improvements that deliver measurable results.
Agencies we’ve worked with
Reyt Agency Pathways are for agencies ready to make significant change happen.
Are you ready to make change happen in the right way?
Our work isn’t a one-off workshop or advisory session. We’ll work with you and your team through hands-on transformation programmes, typically lasting four months or more, designed to guide agencies and their teams through some of their most important strategic moments.
We intentionally work with only a small number of agencies at any one time, giving each programme the focus, challenge and support it deserves.
If you're considering the next chapter for your agency, let's start with a conversation. Together, we'll explore whether the timing is right, whether we're the right fit for each other, and what a successful transformation could look like.