AJF Partnership set to be acquired by soon to list group, Trimantium

Melbourne-based creative agency AJF Partnership is set to be acquired by new digital business Trimantium GrowthOps, currently working towards a stock market float.

Trimantium GrowthOps plans to make eight acquisitions once officially launched on the ASX including AJF Partnership, creative agency Khemistry, branding agency Voodoo Creative along with other digital service providers.

GrowthOps leadership team

Once the eight acquisitions have been completed the business will have their brand names retired and the organisation will trade as a single unit.

Andrew Fabbro, co-founder, partner and business director at AJF Partnership, said: “Since we founded AJF in 2005, we’ve grown to become one of Australia’s largest and most effective independent creative agencies, with over 100 talented and dedicated staff.

“We’ve been looking for opportunities to expand our offering to clients and move into new geographies. GrowthOps provides us with these benefits, and importantly protects the creative DNA in our culture. We’re excited to be joining with like-minded entrepreneurs who have built and run successful businesses.”

A company spokesperson said Trimantium GrowthOps – which will have offerings in markets including management consulting, technology, advertising and creative – will act as a single entity, making it different from Enero – the owner of BMF, Naked, Frank and Dark Blue Sea – which acts as a holding company.

The other companies being acquired include IT consultant Digital Moshi, software provider 3wks, app developer jtribe, technology supplier KDIS and leadership development and executive coaching provider Institute of Executive Coaching and Leadership (IECL).

Mumbrella understands all of the founders in the eight businesses are continuing and will be shareholders in the company once it is listed on the ASX.

AJF Partnership’s three founders Andrew Fabbro, Andrew Foote, Adam Francis and ECD and partner Joshua Stephens will remain partners.

Last year, AJF Partnership sold its Sydney operation to its Sydney founders, with the agency rebranding as Richards Rose.

In August ASX-listed digital services consultancy RXP Services acquired creative agency The Works and in May Accenture bought The Monkeys and Maud.

While in September, business management consultancy poached McCann Melbourne’s managing director Adrian Mills, head of strategy and media, David Phillips, executive creative director Matt Lawson and digital media lead Justine Mills.

Phillip Kingston, the founder and managing director of GrowthOps, said the new holding group gives agencies and businesses an opportunity to grow in revenue and market share.

“Our clients want advice from a single, accountable provider with entrepreneurial and management consulting skills to identify opportunities, tech and ops skills to build innovative products, and creative talents to reach consumers and gain mindshare.”

Paul Mansfield, managing partner of GrowthOps, said the holding group offers clients an “end-to-end entrepreneurial partner for companies” who are looking to develop new products or services.

“Directors and CEOs aren’t worried their businesses will be eaten by one of their historical competitors but rather by an outsider whose motives, playbook and investment horizon they do not fully understand.

“We think it won’t be the strongest or biggest organisations that will survive continual technological change and the rise and mobility of international insurgents, but the organisations most willing and able to adapt.

“We are a group of entrepreneurs applying our experience and knowhow to corporates and the public sector,” Mansfield added.

According to a $70m IPO valuation, Trimantium GrowthOps has a value between $142 million and $166 million.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.