ADDITIVE PERSONALISATION LIMITED

Executive Summary

Additive Personalisation Limited is a small, niche advertising agency operating in the dynamic UK advertising sector, with a focus on personalized marketing solutions. Its modest asset base and workforce are complemented by its significant ownership by Havas UK Limited, positioning it advantageously to leverage resources of a major industry player. Amid a competitive and rapidly evolving market, the company’s agility and group affiliation provide a solid platform for growth, although scale limitations remain a challenge compared to larger competitors.

ADDITIVE PERSONALISATION LIMITED - Analysis Report

Company Number: SC671155

Analysis Date: 2025-07-19 12:06 UTC

1. Industry Classification
   Additive Personalisation Limited operates primarily under SIC code 73110, classifying it within the "Advertising agencies" sector. This industry is characterized by providing advertising services such as campaign creation, media planning, brand promotion, and often personalized marketing solutions. The sector is dynamic, heavily influenced by digital transformation, client brand strategies, and evolving media consumption habits. Small and agile firms often compete alongside larger agencies and multinational holding groups.

2. Relative Performance
   Based on the latest available financial data ending 31 August 2021, Additive Personalisation Limited is a small company with modest fixed assets (£2,739) and current assets (£162,946), balanced against current liabilities of £54,002, resulting in a net shareholder equity of approximately £111,683. Employing around 2 people, it reflects a lean operation typical of small advertising agencies focused on niche or specialized services rather than extensive full-service offerings. Compared to typical industry benchmarks, where mid-sized agencies may have substantially higher turnover and asset bases, this company fits the micro-to-small profile with a focus likely on personalized services or niche markets rather than broad mass-market campaigns.

3. Sector Trends Impact
   The advertising agency sector in the UK is experiencing significant shifts driven by digital innovation, data analytics, programmatic advertising, and increased demand for personalized and targeted marketing solutions. The rise of social media platforms and influencer marketing has disrupted traditional approaches, benefiting agile agencies that can quickly adapt. Additive Personalisation Limited’s name and structure suggest an emphasis on personalized campaigns or bespoke advertising solutions, aligning well with current trends favoring customization and data-driven marketing. However, the sector also faces challenges such as high competition, pressure on fees, and client consolidation, which require strong strategic positioning and efficient delivery.

4. Competitive Positioning
   Additive Personalisation Limited, with its small size and limited fixed assets, appears to operate as a niche player within the advertising sector. Its control structure—with a significant shareholder being Havas UK Limited (owning 50-75% shares)—indicates backing by a major industry player, which could provide competitive advantages such as access to broader client networks, industry expertise, and financial resources. This relationship potentially elevates its market position above typical small independent agencies, enabling it to leverage group synergies while maintaining operational agility. Key strengths include its focus on personalization, backing by a large holding company, and a compact, specialized team. Weaknesses likely include limited scale and resource constraints compared to larger full-service competitors, which could impact the ability to scale rapidly or compete for large multinational accounts.