Twenty3 Group join forces with AMPR in bid to integrate services

Strategic business and marketing consultancy Twenty3 Group, and its investors Eddie McGuire, Paul Dainty, Lev Shevki and chairman Paul Leeds, has taken a stake infashion and lifestyle PR agency AMPR.

From left to right: John Tripodi, Sarah Gale and Michael Leeds

The purchase of the communications agency AMPR aims to provide clients with integrated communications and event solutions for new and existing clients.

John Tripodi, CEO of Twenty3, told Mumbrella: “Over the years we’ve had a few resources from a personnel perspective in the PR department at Twenty3 and ultimately the board at Twenty3 had to make a strategic decision on whether we divest out of PR or scale up a gear, and given our line of work and service offering we decided that PR and publicity has a big role to play going forward within the overall client service offering.

“We view the capabilities of AMPR as being complementary to some of our existing services such as media planning and buying, digital services, and activations. For example, both PR and media are central components to a brand’s storytelling process. Media is about reach and frequency, while PR is predominantly about influencing and engagement. For some clients, bringing the two disciplines together in strategic discussions and then to the implementation phase will be value-adding.

“We looked at the market place and looked at similar agencies of that ilk, the culture of AMPR is very similar to one of our other businesses Twenty3 Sport and Entertainment, in the future we do see some cross pollination between potentially staff and also service offerings, overall it adds value in terms of another service offering we can give our clients.”

The sports, entertainment, media, retail and fashion marketing group has partnered with the PR agency which will continue as a stand-alone agency led by managing director, Sarah Gale, and general manager, Jannah Flockhart.

Founded in 1994, AMPR specialises in the fashion, retail and consumer industry with clients including: Melbourne Fashion Festival, David Jones, Zara, Forever New, Chemist Warehouse Group, Mazda Australia and Asahi Premium Beverages. Recent wins being Chadstone shopping centre, Fabletics and the 2016 Melbourne Cup Carnival campaign for Sensis.

Launched in 2009, Twenty3 Group expanded its auxiliary sports and entertainment marketing services to offer consulting, planning and buying, media, digital marketing, sponsorship management and activation.

Tripodi said the businesses will remain separate and autonomous although there may be some duplications in service offerings, however, the acquisition was made on the basis it was a stand alone entity.

The sport and entertainment service was appointed to manage event operations for hallmark events including the 2015 AFC Asian Cup and the UFC193 at Etihad Stadium.

Mars Australia, Crownbet, TEG-Dainty and Village Cinemas are also clients of the marketing group.

Sarah Gale, managing directer of AMPR, said: “This is a very considered transition phase for AMPR to ensure we remain at the forefront of the communications industry, being able to offer clients a fully integrated offering across media, digital services and activations.

“With the support of the Twenty3 Group, we will strengthen AMPR’s competitive position and expand our presence in the Sydney market.”