Deal Announcement - Sale of Clone Media Technology to an Employee Ownership Trust

Symmetry Corporate Finance are delighted to have advised Clone Media Technology on becoming Employee Owned.

More businesses are seeing the benefits of becoming Employee Owned – it’s a fantastic way for founders & shareholders to realise their investment and ensure their business can move on to the next chapter of growth, whilst retaining the culture that makes a business special, opening up succession & personal development opportunities and incentivising the team.

Symmetry’s role includes setting out the financial modelling, advising on the structure and navigating the process.  We are there every step of the way to make sure shareholders receive an optimised return for their years of investment & effort, whilst ensuring the principles of selling to an Employee Ownership Trust are upheld.

Simon Drury & Joel Dalton, founders of Clone Media Technology, are converts, saying:

“It was great to work with Jonathan and the Symmetry team through this process. Their expertise & experience proved invaluable from conception to completion.”

“All 22 of us are now co-owners of the business we’ve been building together since 2010. It’s a decision that goes against the grain of what most marketing agencies do when founders start thinking about stepping back.

Over the past few years, we explored the usual exit routes. Private equity firms circled. Larger competitors showed interest. Every conversation followed the same story: promises about maintaining culture, keeping the team together, and preserving what makes Clone special. But we’ve seen how those stories sometimes play out.

We explored various exit options, but were concerned about the potential for job losses and the loss of culture. We’ve built something special and wanted to ensure that it continues long after we step back.

The Employee Owned Trust (EOT) model flipped everything on its head. Instead of maximising short-term financial gain for founders, we’re investing in the long-term success of our team and clients.

Everyone gets annual tax-free bonuses when Clone hits performance targets. Once the founders are bought out, there’s additional profit-sharing for all employee-owners. Decisions are made in the best interests of employees, not external shareholders.

It’s a structure that rewards the people who create value. Client relationships in our industry sometimes suffer during acquisitions. New owners bring different priorities. Account teams get reshuffled. The personal touch that built the relationship in the first place gets lost in restructuring.

Employee ownership keeps those relationships intact. The account manager you’ve worked with for three years? They’re still here with an even bigger stake in your success. The creative team that knows your brand inside out? They’re not going anywhere.

The decision reflects our core values of being thoughtful about people and the plane. Rather than chase quick returns, we’re building something sustainable.

We’re part of a growing movement of UK companies choosing employee ownership over traditional sales. During periods of economic uncertainty, employee-owned businesses have shown remarkable resilience. They maintain company values, preserve employment, and keep decision-making close to the people who understand the business best.

It’s not the easiest path. Traditional sales sometimes offer immediate payouts and clean exits. Employee ownership requires patience, trust, and a genuine belief that your team can take the business forward. For us, it was the only choice that made sense.

Nothing changes for our clients – except everything gets better. You still get the same team delivering bold creative solutions, but now they have an even bigger stake in your success. We’re still Clone. We’re still pushing creative boundaries while keeping things practical. We’re still the friendly, approachable partners you know. We’re just owned by the people who care about it most – and that makes all the difference.”