‘A new era for media agencies’: Another Aussie indie acquired by global agency
Global performance media agency Brainlabs is expanding its footprint in the APAC market with the acquisition of independent digital media agency, Sparro.
The deal also includes social-first and creative agency Jack Nimble, which was acquired by Sparro in 2021. Jack Nimble founders, Adam Wise and Angus Mullane, will continue to report into Sparro as a separate business, but will also become a key part of the global Brainlabs team.
Its the latest international acquisition to hit the local market after Simon Ryan’s RyanCap was sold to French agency group, Labelium, in November.
Brainlabs global CEO Daniel Gilbert was enthusiastic about the new acquisition, describing founders Morris and Cameron Bryant as “outstanding leaders who have built a remarkable business”.
He said: “This union signals a new era for media agencies and offers something ground-breaking for the Australian market. Like us, Sparro is fiercely independent and laser-focused on High-Performance media solutions, consistently delivering top and bottom line gains for their clients. Our combined power of the smartest minds, and tech and data-driven methodology is truly unbeatable.”
Cameron Bryant added: “The indies have been scaling to levels of staff, service and capabilities where we’re able to genuinely challenge the traditional holding groups.
“Brands are crying out for proactive, smart, hands-on marketing partners. More and more, they want those partners to be operating to business-level objectives and not just digital KPIs.
“This acquisition plays perfectly into that. It extends Brainlabs’ significant international presence to further strengthen its appeal to global advertisers, and it enables us to offer clients international coverage, not to mention the incredible career opportunities for our people. We already know we’re the market leader in performance, and together, we can provide greater depth, services and technology that sets us even further apart.”
Founded by the Bryant brothers in 2013, Sparro now boasts a head count of 110, with $200m in media billings for clients like Estée Lauder Companies, Catch, Temple & Webster, Petbarn, Webjet and Destination NSW.
The agency specialises in tech and data-driven strategies around marketing and automation, conversion optimisation, search engine optimisation and programmatic media.
Internally, Sparro has a strong focus on culture and wellbeing with initiatives such as an in-house agency development coach, a revenue share model for all staff and an annual office retreat.
The local indie has a natural alignment with Brainlabs, which was launch in the UK by Gilbert in 2012 and has since become on of the fastest independent media agencies globally, recently welcoming a new investment partner in private equity firm Falfurrias Capital Partners (FCP). Brainlabs client list also includes Estée Lauder Companies, along with adidas and WeTransfer, amongst others.
Have your say