‘A transformative moment’: Merchantwise Group acquires Jaywing and Frank Digital
Merchantwise Group is on a mission to become a “top five independent marketing and media agency”. To accelerate this growth, the group has made a major acquisition, boosting its capabilities across AI-powered media, data strategy, performance marketing, UX/UI, and digital product development.
The integrated group has today announced the acquisition of Jaywing and Frank Digital, marking its second major purchase in 2025, and third in the past three years. Earlier this year, it acquired The Social CliQ and The Content CliQ and in 2023, it bought RQ Media, which includes Three Scoops.
Smaller purchases in recent years include indie creative agency Ruck and licensing agency The Dot Collective, which has been integrated into the group’s growing brand management division comprising Merchantwise and Asembl.
Merchantwise Group’s Alan Schauder and Jaywing’s Tom Geekie
The move was backed by Sydney-based private equity firm Parc Capital. Merchantwise Group has delivered over 30% revenue growth annually for five consecutive years, according to a release, and is “actively pursuing” other acquisitions to drive growth.
The group was under advisement from TalbotSayer and Greenmount, while Jawying UK was advised by SI Partners. The commercial arrangements of the deal have not been disclosed.
Jaywing acquired Frank Digital in 2018, and over the years, they have delivered “world-class” work for clients including New Balance, Crocs, Myer, Meriton, The City of Sydney, Merivale, Regional Australia Bank, and Employment Hero.
Their combined offering will complement Merchantwise Group’s brand management division, according to the release.
“This is a transformative moment for our group. Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands,” Alan Schauder, group CEO, said in the release.
“By bringing them into the Merchantwise Group, we’re combining data, creativity, media and technology to deliver full-funnel solutions for some of the world’s most exciting brands. We’re now operating at a whole new level of scale, capability and impact and there is more to come.”
CEO of Jaywing and Frank Digital, Tom Geekie, said Merchantwise Group is the “perfect new home” for the agencies.
“It will bring immediate benefit for our clients as we welcome an award winning social content, strategy and influencer team, a technical performance media team and additional creative resources,” he said in the release.
“The backing of Merchantwise and Parc will also accelerate our AI journey, as we scale and invest in this space as a strategic priority. With their backing, the team is poised to unlock even greater growth and impact for our clients.”
Merchantwise Group now has a headcount of close to 150, with clients of its existing agencies include Fiji Airways, True Alliance, Healthylife, and Disneyland Paris.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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