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Registered number: 05296852
ACCELERATION EMARKETING LIMITED
ANNUAL REPORT AND FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2025
Registered office address:
4th Floor
Rose Court
2 Southwark Bridge Road
England
SE1 9HS
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ACCELERATION EMARKETING LIMITED
CONTENTS
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Independent Auditors' Report
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Statement of Changes in Equity
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Notes to the Financial Statements
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT
FOR THE YEAR ENDED 31 DECEMBER 2025
The Directors present their Strategic report on Acceleration eMarketing Limited (the 'Company') for the year ended 31 December 2025.
The Company is a member of the WPP plc Group (the 'Group' or 'WPP'). The Company's principal activity is to transform media by connecting the world's data to help leading advertisers create greater business impact and deliver more growth.
The Directors do not envisage any major change to the nature of the business in the foreseeable future.
Turnover has increased by 19% during the year, increasing from £5,985,000 (as restated) to £7,112,000. The Company made a profit for the year ended 31 December 2025 of £1,975,000 which will be transferred to reserves (2024 - a profit of £1,653,000 which was transferred to reserves).
Gross billings represent the total gross amount of billings earned during the year. Gross billings for the year are £22,560,000 (£18,327,000). Gross billings are a key driver of performance and indicate the level of activity engaged in by customers.
The Directors are of the opinion that the current level of activity and performance is sustainable due to the positive financial position of the Company and will remain so for the foreseeable future. Further details are provided in the "Going concern and liquidity risk" section.
Reassessment of Principal vs Agent classification
Management has carried out a reassessment of the factors considered when determining whether the Company's revenue should be accounted for as principal or agent, as set out in the revenue recognition policy in note 2.7. As a result of this reassessment, the 2024 Income statement has been restated to decrease both Revenue and Cost of sales by £12,342,000, where management concluded that certain of the Company's revenue streams should be recognised as agent and therefore on a net basis, rather than gross as previously recognised.
There has been no impact to overall profit or net assets in either year as a result of these restatements. Accordingly there has been no impact to the statement of changes in equity for these amendments.
The relevant extract from the resulting restated Income statement for the year ended 31 December 2024 is as follows:
The Company did not pay or declare a dividend in the current year or prior year to its ordinary shareholders.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Going concern and liquidity risk
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The Directors have assessed the ongoing business activities and the factors likely to affect the future development, performance and financial position of the Company for at least the next 12 months from the date of signing the financial statements.
In performing its going concern assessment, in line with the Group approach, the Company’s forecasts and projections take account of reasonably possible declines in revenue or increases in costs arising from severe but plausible downside scenarios.
As at 31 December 2025, the Company has net current assets and net assets of £11,955,000 and can therefore meet its short and long-term obligations as they fall due.
After making enquiries, the Directors have a reasonable expectation that the Company has adequate resources to continue in operational existence for at least the next 12 months from the date of signing the financial statements. Additionally, the Company is a subsidiary of WPP plc and participates in the overall WPP plc financing arrangements via the cash pooling arrangements. The conditions of these cash pooling arrangements, which are described in note 13, and these forecasts and projections were considered by the Directors when assessing the appropriateness of the going concern basis of the Company.
The Directors therefore continue to adopt the going concern basis of accounting in preparing the financial statements.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Financial risk management and principal risks and uncertainties
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The Directors of the Company have considered the principal risks and uncertainties affecting the Company as at 31 December 2025 and up to date of this report. The principal risks for the Company are shown below:
Economic risk
Adverse economic conditions, including those caused by conflicts, severe and sustained inflation, tariffs and other trade barriers, supply chain issues including around resilience affecting the distribution of our clients’ products and/or disruption in credit markets, pose a risk our clients may reduce, suspend or cancel spend with us or be unable to satisfy obligations.
Economic conditions, including inflation, currency volatility and increasing interest rates among others, have a direct impact on our business, results of operations and financial position.
In the past, clients have responded to weak economic and financial conditions by reducing or shifting their marketing budgets which are easier to reduce in the short term than their other operating expenses.
Our account teams work proactively with our clients to understand the challenges they are facing, anticipate and determine general trends in marketing spend and develop pre-emptive plans to prepare, redeploy resources and manage costs according to expected shifts.
Geopolitical risk
Geopolitical tensions and an increase in conflicts continue to have a destabilising effect. Alongside an adverse effect upon the economic outlook, there is general erosion of trust in institutions and - in relation to global cooperation and integration – an increasing political focus both on national interests and regional convergence. Such factors and economic conditions may be reflected in our clients’ confidence in making longer-term investments and commitments in marketing spend.
Actual and threatened geopolitical tension and conflicts lead to greater uncertainty, supply chain risk and economic instability, and a general lack of confidence for many of our clients who are inclined to scale back, delay or cancel their marketing plans and budgets.
Our primary focus is the safety and security of our people, and for extreme events or periods of disruption we have developed a series of crisis and response plans that focus upon the wellbeing of our people and their families.
We have detailed operational and financial plans, developed through the consideration of a range of potential scenarios and outcomes that are continuously monitored and, if required, used to make interventions and support decision making over our operations, investments and advice to clients.
AI
Failure to adapt to the pace of change in the tech landscape and AI and to optimise, deploy and engage clients in the suite of products offered by WPP Open, the Group's agentic marketing platform, may impact the overall operation of the business.
IP laws, and in particular the analysis of copyright infringement, are evolving in generative AI specifically. Where AI is used in client deliverables, IP infringement risk, particularly copyright infringement risk, must be assessed in the context of the underlying data sets used in the creation of client work.
The use of AI agents within our operations, particularly in client-facing or decision-making roles, introduces risks related to unintended or erroneous outputs, lack of transparency in their decision-making processes, or the potential for misuse if compromised.
Without the automation and efficiency gains offered by generative AI, and AI more broadly, we may experience increased costs and inefficiencies in our operations, impacting profitability and competitiveness.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Financial risk management and principal risks and uncertainties (continued)
Clients expect us to use generative AI-driven tools and technologies in our services and deliverables and are increasingly able to purchase and use licences to such tools and technologies themselves. If we fail to optimise and deploy the suite of products offered by WPP Open and/or fail to continue to advance and evolve our commercial model, we may struggle to keep up with these demands, leading to decreased relevance and effectiveness of our services and deliverables for clients, and allow an opportunity for AI vendors to contract directly with our clients.
Falling behind new and emerging competitors leveraging the opportunities AI offers to gain a competitive advantage could result in lost market share, decreased revenue and reduced profitability. Generated materials may infringe third-party IP resulting in legal costs and client reputation impact. Client dissatisfaction, reputational damage and financial penalties could result if AI agents act outside established ethical guidance or regulatory frameworks.
We actively monitor the changing regulatory landscape and the introduction of new laws regulating AI to assess the impact on our business and work, and how they will impact how we service our clients.
We have a comprehensive due diligence process in place to review the third-party AI tools/platforms used in the business. This process considers the use case for the tool/platform and includes reviews of the security, legal and technology aspects of the tool/platform as well as sources of underlying learning data, where applicable, to develop a ‘traffic light’ approach to risk.
While AI provides many opportunities (including efficiencies and new services and offerings), we also continue to review and consider the impact around our business model.
Client loss
We compete for clients in a highly competitive industry which is continuously evolving and undergoing structural change and advancements in AI, data and technology. Client net loss to competitors or as a consequence of client consolidation, insolvency or a reduction in marketing budgets due to a geopolitical change or shift in client spending could have an adverse effect on our business, revenues, results of operations, financial condition and prospects.
The ability to attract new clients and to retain or increase the amount of work from existing clients may be impacted if we fail to react quickly enough to changes in the market and to evolve our structure, or as a consequence of any loss of reputation, and may be limited by clients’ policies on conflicts of interest.
We manage the risk of client loss by placing an emphasis on leading through AI, data and technology, accelerating growth through the power of creative transformation, building world class, market-leading brands and executing efficiently to drive financial returns through margin and cash.
There is management focus on the importance of a positive and inclusive culture across our business to attract and retain talent and clients. There are regular updates to the management team on the status of client losses and upcoming pitches for new clients.
There is continuous engagement with our clients and suppliers through this period of uncertainty and any resulting reductions in economic activity.
People and culture
Our performance could be adversely affected if we do not react quickly enough to changes in our market; fail to attract, develop and retain key talent; are unable to retain and incentivise key talent; or are unable to adapt to new ways of working including through workforce responsive to, for example, the incorporation into team architecture and management of intelligent systems and capabilities, and accountabilities required for that.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Financial risk management and principal risks and uncertainties (continued)
We are highly dependent on the talent, creative abilities and technical skills of our people as well as their relationships with our clients. We are vulnerable to the loss of people to competitors and clients, leading to disruption to the business.
We continue to work across the business to embed collaboration and invest in training and development to retain and attract talented people. The Group’s investment in co-located campus properties continues to increase the co-operation across Group companies and provides extremely attractive and motivating working environments.
Cyber and information security
The Group has in the past, and may in the future, experience a cyber attack that leads to harm or disruption to our operations, systems or services. This risk has increased as the prevalence and sophistication of generative AI means there are both human and AI-generated attacks. Attackers are increasingly leveraging AI and agentic systems to automate and scale their offensive capabilities, leading to the deployment of more sophisticated, evasive and rapidly evolving cyber threats.
Such an attack may also affect suppliers and partners through the unauthorised access to or manipulation, corruption or destruction of data.
We may be subject to investigative or enforcement action or legal claims or incur fines, damages or costs and client loss if we fail to adequately protect data. A system breakdown or intrusion could have a material adverse effect on our business, revenues, results of operations, financial condition or prospects and have an impact on long-term reputation and lead to client loss.
The imposition of sanctions and the associated geopolitical situation following conflicts continue to trigger an increase in cyber-attacks generally.
AI enables attackers to develop highly customised and adaptive attack vectors, making them difficult to detect and defend against using traditional security tools. Automation through AI can significantly amplify the scale and speed of attacks, overwhelming our human defensive response capacities. AI can help attackers identify and exploit weaknesses in defensive systems more effectively. AI-generated content (for example, deepfakes or highly personalised phishing emails) can make social engineering attacks far more convincing and widespread.
We are aligned with the Group IT control framework which mitigates the risk of cyber security and IT breaches by monitoring and logging our network and systems, as well as undertaking threat intelligence activities, vulnerability scanning, and penetration testing. Breach and attack simulation software provides continuous assessment and incident response plans and playbooks are tested, with lessons learned and improvements made.
We continually raise our people’s security awareness through mandatory training and rolling phishing simulation and education programmes. We also run lessons-learned exercises on any major industry breach.
The Group is developing, evaluating and integrating advanced AI-powered defensive strategies and tools into our security operations to supplement human resources.
Currency risk
Overall, we have minimal exposure to currency risks due to mainly transacting in Pounds sterling. The Group's treasury function manages currency risk centrally.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Financial risk management and principal risks and uncertainties (continued)
Credit risk
We are subject to credit risk through the default of a client or other counterparty.
We commit to media and production purchases on behalf of some of their clients as principal or agent depending on the client and market circumstances. If a client is unable to pay sums due, media and production companies may look to us to pay those amounts and there could be an adverse effect on our working capital and operating cash flow.
We evaluate and monitor clients’ ongoing creditworthiness and, in most cases, require credit insurance or payments in advance.
We continue to work closely with our clients to ensure timely payment for services in line with contractual commitments and with vendors to maintain the settlement flow on media.
We have implemented increased management processes to manage working capital and review cash outflows and receipts.
Environmental matters and streamlined energy and carbon reporting (SECR)
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The Company will seek to minimise adverse impacts on the environment from its activities, whilst continuing to address health, safety and economic issues. The Company has complied with all applicable legislation and regulations. As the Company is a UK subsidiary of WPP plc, details of its SECR and other relevant environmental reporting details, including greenhouse gas emissions, energy consumption and energy efficiency action, are included, together with the other Group subsidiaries, in the WPP plc Annual report. Refer to pages 43-49 of the 2025 Annual report of WPP plc available at wpp.com/investors for more information.
Financial key performance indicators
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The Company is a wholly owned subsidiary of WPP plc. For this reason, the Company's Directors believe that key performance indicators for the Company are not necessary or appropriate for an understanding of the development, performance or position of the business. The performance of WPP plc, which includes this Company, is discussed in the Group's annual report, which does not form part of this report. The financial statements of WPP plc are available at www.wpp.com/investors.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Directors' statement of compliance with duty to promote the success of the Company
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The Directors of the Company, as of those of all UK companies, must act in accordance with section 172 of the Companies Act 2006. The Directors are of the opinion that they have acted fairly and in good faith to promote the success of the company for its members.
In doing this, section 172 requires the directors to have regard for, among other matters:
• The likely consequences of any decision in the long term.
• The interests of the Company’s employees.
• The need to foster the Company’s business relationship with suppliers, customers and others.
• The impact of the Company’s operations on the community and environment.
• The desirability of the Company maintaining a reputation for high standards of business conduct.
• The need to act fairly as between members of the Company.
Consequences of any long-term decisions
Our business philosophy is to create long term value for both clients and shareholders alike. We build our business and all our relationships with integrity and treat our clients’ money like our own making sure all budgets maximise the best outputs to achieve the client’s goals. We endeavour to attract and retain high calibre individuals who will grow with us over the long term and ensure employees think and act like owners in all their decisions. We also strive to attract and retain profitability as this will lead to growth in the long term.
Employees
We regularly survey our staff about their experiences at work and have extensive internal communications programmes and platforms to keep staff informed. Our All In survey helps us better support employees, hold ourselves accountable, and create a culture that is inclusive and empowering for all.
We are committed to diversity and inclusion and offering equal opportunities to all people in their recruitment, training and career development. We will select people based on qualification and merit, without discrimination or concern for race, religion, national origin, colour, sex, sexual orientation, gender identity or expression, age or disability.
Business relationship with suppliers, customers and others
We focus on the cultivation of strong relationships with major suppliers to ensure continuity of supply at competitive prices. It is our policy to agree terms of payment when orders for goods and services are placed and to adhere to these arrangements when making payments, provided the relevant goods and services have been supplied in accordance with the contract.
We comply with the Modern Slavery Act (MSA) and we fully support the principles of the MSA.
We engage with our clients on issues including strategy, changes taking place in our market and understanding the changes taking place in our clients’ markets. We carry out client satisfaction surveys including on our ability to support their diversity, equity and inclusion, and sustainability goals.
Community and environment
We consider our impact on the wider community and environment of our business activities. We adhere to the sustainability policy which can be found at the website of the ultimate parent company at wpp.com. The policy includes objectives focusing on key impacts under our control and influence such as minimising the impact from energy use, transport, consumption of paper, water use and managing any sustainability risks in our supply chain.
We engage with clients on issues ranging from climate action to biodiversity and human rights during the development of their campaigns.
We encourage our people to volunteer their time and continue to run employee match funding appeals for disaster relief.
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ACCELERATION EMARKETING LIMITED
STRATEGIC REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Business conduct
We have a number of key policies, including modern slavery, anti-bribery, corruption and data protection, all of which can be found on the website of the ultimate parent company at wpp.com. We have a zero-tolerance approach to corruption and bribery and policies are in place for areas such as ethical business relationships with customers, suppliers and employees, gift giving and receiving, charitable donations and competition laws. As such, employees are mandated to complete in depth anti bribery and corruption training.
Acting fairly as between members of the company
As a wholly owned subsidiary of WPP plc, our interests are aligned with those of our ultimate parent
This report was approved by the board on 17 July 2026 and signed on its behalf.
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ACCELERATION EMARKETING LIMITED
DIRECTORS' REPORT
FOR THE YEAR ENDED 31 DECEMBER 2025
The Directors present their report and the financial statements for the year ended 31 December 2025.
The Company's results for the financial year are shown in the income statement on page 15.
The Directors who served during the year and up to the date of signing the financial statements, unless otherwise stated, were:
No Director had, during the year or at the end of the year, any material interest in any contract of significance to the Company's business.
Each of the Directors benefits from a third party qualifying indemnity given by the Company in respect of liabilities incurred by the Director in the execution and discharge of their duties. The provision remains in force throughout the financial year and up until the date of this report.
Engagement with employees
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The Company places considerable value on the involvement of its employees and has continued to keep them informed on matters affecting them as employees and on the various factors affecting the performance of the Company. This is achieved through formal and informal meetings, briefings and thorough Group and Company communications. Employee representatives are consulted regularly on a wide range of matters affecting their current and future interests. The employee share scheme has been running successfully since its inception. It is open to all employees who have at least two years' service for a company wholly-owned by WPP. The WPP stock options are granted annually with the number granted at WPP's discretion. After three years, employees can choose whether to keep their options or buy WPP stock at the fixed option price. Options may be exercised for up to 10 years from the grant date.
Our non-discrimination and anti-harassment policies are included in the Group Code of Conduct. Refer to pages 51-53 of the 2025 Annual report of WPP plc available at wpp.com/investors for more information.
Engagement with suppliers, customers and others
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The Company recognises the importance of its continued partnerships with its wider stakeholders, including suppliers and customers, in delivering its business strategy and sustainability goals. The Company aims to have an open and transparent relationship which is based on honesty and respect. The Company engages in constant conversation with clients and suppliers on improving delivery of services and relationships.
A detailed statement on the Group’s external stakeholder engagement can be found on pages 72-75 of the 2025 Annual report of WPP plc.
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ACCELERATION EMARKETING LIMITED
DIRECTORS' REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
Applications for employment by disabled persons are always fully considered, bearing in mind the aptitudes of the applicant concerned. In the event of members of staff becoming disabled, every effort is made to ensure that their employment with the Company continues and that appropriate training is arranged. It is the policy of the Company that the training, career development and promotion of disabled persons should, as far as possible, be identical with that of other employees.
Statement of Directors' responsibilities in respect of the financial statements
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The Directors are responsible for preparing the Annual Report and Financial Statements in accordance with applicable law and regulations.
Company law requires the Directors to prepare financial statements for each financial year. Under that law the Directors have prepared the financial statements in accordance with United Kingdom Generally Accepted Accounting Practice (United Kingdom Accounting Standards, comprising FRS 101 ‘Reduced Disclosure Framework’, and applicable law).
Under company law, Directors must not approve the financial statements unless they are satisfied that they give a true and fair view of the state of affairs of the Company and of the profit or loss of the Company for that period.
In preparing these financial statements, the Directors are required to:
∙select suitable accounting policies and then apply them consistently;
∙state whether applicable United Kingdom Accounting Standards, comprising FRS 101 have been followed, subject to any material departures disclosed and explained in the financial statements;
∙make judgements and accounting estimates that are reasonable and prudent;
∙prepare the financial statements on the going concern basis unless it is inappropriate to presume that the Company will continue in business.
The Directors are responsible for safeguarding the assets of the Company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.
The Directors are also responsible for keeping adequate accounting records that are sufficient to show and explain the Company's transactions and disclose with reasonable accuracy at any time the financial position of the Company and to enable them to ensure that the financial statements comply with the Companies Act 2006.
Matters covered in the Strategic Report
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The following items have been included in the strategic report on pages 1 - 8:
∙principal activities;
∙future developments;
∙business review;
∙dividends paid or declared;
∙going concern and liquidity risk statement;
∙financial risk management and principal risks and uncertainties; and
∙environmental matters and streamlined energy and carbon reporting.
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ACCELERATION EMARKETING LIMITED
DIRECTORS' REPORT (CONTINUED)
FOR THE YEAR ENDED 31 DECEMBER 2025
In the case of each Director in office at the date the Directors’ report is approved:
∙so far as the Director is aware, there is no relevant audit information of which the Company's auditors are unaware, and
∙they have taken all the steps that they ought to have taken as a Director in order to make themselves aware of any relevant audit information and to establish that the company’s auditors are aware of that information.
This confirmation is given and should be interpreted in accordance with the provisions of s418 of the Companies Act 2006.
Post balance sheet events
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There have been no significant events affecting the Company since the year end.
Under section 487(2) of the Companies Act 2006, PricewaterhouseCoopers LLP will be deemed to have been reappointed as auditors 28 days after these financial statements were sent to members or 28 days after the latest date prescribed for filing the accounts with the registrar, whichever is earlier.
This report was approved by the board on 17 July 2026 and signed on its behalf.
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ACCELERATION EMARKETING LIMITED
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF ACCELERATION EMARKETING LIMITED
Report on the audit of the financial statements
Opinion
In our opinion, Acceleration eMarketing Limited's financial statements:
∙give a true and fair view of the state of the company's affairs as at 31 December 2025 and of its profit for the year then ended;
∙have been properly prepared in accordance with United Kingdom Generally Accepted Accounting Practice (United Kingdom Accounting Standards, including FRS 101 "Reduced Disclosure Framework", and applicable law); and
∙have been prepared in accordance with the requirements of the Companies Act 2006.
We have audited the financial statements, included within the Annual Report and Financial Statements (the "Annual Report"), which comprise:
∙the Balance Sheet as at 31 December 2025;
∙the Statement of Changes in Equity for the year then ended;
∙the Income Statement for the year then ended; and
∙the notes to the financial statements, comprising material accounting policy information and other explanatory information.
Basis for opinion
We conducted our audit in accordance with International Standards on Auditing (UK) ("ISAs (UK)") and applicable law. Our responsibilities under ISAs (UK) are further described in the Auditors’ responsibilities for the audit of the financial statements section of our report. We believe that the audit evidence we have obtained is sufficient and appropriate to provide a basis for our opinion.
Independence
We remained independent of the company in accordance with the ethical requirements that are relevant to our audit of the financial statements in the UK, which includes the FRC’s Ethical Standard, and we have fulfilled our other ethical responsibilities in accordance with these requirements.
Conclusions relating to going concern
Based on the work we have performed, we have not identified any material uncertainties relating to events or conditions that, individually or collectively, may cast significant doubt on the company’s ability to continue as a going concern for a period of at least twelve months from when the financial statements are authorised for issue.
In auditing the financial statements, we have concluded that the directors' use of the going concern basis of accounting in the preparation of the financial statements is appropriate.
However, because not all future events or conditions can be predicted, this conclusion is not a guarantee as to the company's ability to continue as a going concern.
Our responsibilities and the responsibilities of the directors with respect to going concern are described in the relevant sections of this report.
Reporting on other information
The other information comprises all of the information in the Annual Report other than the financial statements and our auditors’ report thereon. The directors are responsible for the other information. Our opinion on the financial statements does not cover the other information and, accordingly, we do not express an audit opinion or, except to the extent otherwise explicitly stated in this report, any form of assurance thereon.
In connection with our audit of the financial statements, our responsibility is to read the other information and, in
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ACCELERATION EMARKETING LIMITED
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF ACCELERATION EMARKETING LIMITED
doing so, consider whether the other information is materially inconsistent with the financial statements or our knowledge obtained in the audit, or otherwise appears to be materially misstated. If we identify an apparent material inconsistency or material misstatement, we are required to perform procedures to conclude whether there is a material misstatement of the financial statements or a material misstatement of the other information. If, based on the work we have performed, we conclude that there is a material misstatement of this other information, we are required to report that fact. We have nothing to report based on these responsibilities.
With respect to the Strategic report and Directors' Report, we also considered whether the disclosures required by the Companies Act 2006 have been included.
Based on our work undertaken in the course of the audit, the Companies Act 2006 requires us also to report certain opinions and matters as described below.
Strategic report and Directors' Report
In our opinion, based on the work undertaken in the course of the audit, the information given in the Strategic report and Directors' Report for the year ended 31 December 2025 is consistent with the financial statements and has been prepared in accordance with applicable legal requirements.
In light of the knowledge and understanding of the company and its environment obtained in the course of the audit, we did not identify any material misstatements in the Strategic report and Directors' Report.
Responsibilities for the financial statements and the audit
Responsibilities of the directors for the financial statements
As explained more fully in the Statement of Directors' responsibilities in respect of the financial statements, the directors are responsible for the preparation of the financial statements in accordance with the applicable framework and for being satisfied that they give a true and fair view. The directors are also responsible for such internal control as they determine is necessary to enable the preparation of financial statements that are free from material misstatement, whether due to fraud or error.
In preparing the financial statements, the directors are responsible for assessing the company's ability to continue as a going concern, disclosing, as applicable, matters related to going concern and using the going concern basis of accounting unless the directors either intend to liquidate the company or to cease operations, or have no realistic alternative but to do so.
Auditors’ responsibilities for the audit of the financial statements
Our objectives are to obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error, and to issue an auditors’ report that includes our opinion. Reasonable assurance is a high level of assurance, but is not a guarantee that an audit conducted in accordance with ISAs (UK) will always detect a material misstatement when it exists. Misstatements can arise from fraud or error and are considered material if, individually or in the aggregate, they could reasonably be expected to influence the economic decisions of users taken on the basis of these financial statements.
Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud, is detailed below.
Based on our understanding of the company and industry, we identified that the principal risks of non-compliance with laws and regulations related to tax legislation and compliance with the Companies Act 2006, and we considered the extent to which non-compliance might have a material effect on the financial statements. We evaluated management’s incentives and opportunities for fraudulent manipulation of the financial statements (including the risk of override of controls), and determined that the principal risks were related to posting inappropriate journal entries to manipulate results. Audit procedures performed by the engagement team included:
∙Discussions with management, inquiring specifically as to whether there was any known or suspected
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ACCELERATION EMARKETING LIMITED
INDEPENDENT AUDITORS' REPORT TO THE MEMBERS OF ACCELERATION EMARKETING LIMITED
instances of non-compliance with laws and regulations and fraud;
∙Review of legal expense accounts in the year to identify any potential non-compliance with laws and regulations;
∙Challenging assumptions and judgements made by management in their significant accounting estimates, in particular the stage of completion for revenue; and
∙Identifying and testing journal entries in particular any journal entries posted with unusual account combinations, focussing on those that increased revenue.
There are inherent limitations in the audit procedures described above. We are less likely to become aware of instances of non-compliance with laws and regulations that are not closely related to events and transactions reflected in the financial statements. Also, the risk of not detecting a material misstatement due to fraud is higher than the risk of not detecting one resulting from error, as fraud may involve deliberate concealment by, for example, forgery or intentional misrepresentations, or through collusion.
A further description of our responsibilities for the audit of the financial statements is located on the FRC’s website at: www.frc.org.uk/auditorsresponsibilities. This description forms part of our auditors’ report.
Use of this report
This report, including the opinions, has been prepared for and only for the company's members as a body in accordance with Chapter 3 of Part 16 of the Companies Act 2006 and for no other purpose. We do not, in giving these opinions, accept or assume responsibility for any other purpose or to any other person to whom this report is shown or into whose hands it may come save where expressly agreed by our prior consent in writing.
Other required reporting
Companies Act 2006 exception reporting
Under the Companies Act 2006 we are required to report to you if, in our opinion:
∙we have not obtained all the information and explanations we require for our audit; or
∙adequate accounting records have not been kept by the company or returns adequate for our audit have not been received from branches not visited by us; or
∙the company's financial statements are not in agreement with the accounting records and returns; or
∙certain disclosures of directors's remuneration specified by law are not made.
We have no exceptions to report arising from this responsibility.
Thomas Kendall (Senior Statutory Auditor)
for and on behalf of PricewaterhouseCoopers LLP
Chartered Accountants and Statutory Auditors
Glasgow
17 July 2026
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ACCELERATION EMARKETING LIMITED
INCOME STATEMENT
FOR THE YEAR ENDED 31 DECEMBER 2025
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Interest receivable and similar income
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Interest payable and similar expenses
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Profit for the financial year
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The notes on pages 18 to 30 form part of these financial statements.
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The Company has no other comprehensive income during either the current year or prior year and therefore no separate statement of comprehensive income has been prepared.
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ACCELERATION EMARKETING LIMITED
REGISTERED NUMBER: 05296852
BALANCE SHEET
AS AT 31 DECEMBER 2025
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Debtors: amounts falling due within one year
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Creditors: amounts falling due within one year
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The financial statements were approved and authorised for issue by the board and were signed on its behalf on 17 July 2026.
The notes on pages 18 to 30 form part of these financial statements.
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