ARN sells digital media agency iNC Digital Media to Impulse Screen Media

Australian Radio Network (ARN) has sold its media agency iNC Digital Media to big data and analytics provider Impulse Screen Media.

ARN has built the agency business up over the last three and a half years, beginning the process of looking for a buyer several months ago.

ARN has sold its agency iNC

The merged business will retain the iNC Digital Media name and branding and combine the offering from the two media businesses.

Loan Morris, CEO of iNC Digital Media, announced the decision on Linkedin, saying the ability to build the business inside the ARN ecosystem has allowed the business to become the strongest agency it could be.

“I’m truly proud of what we have achieved over the years and especially to have been given the opportunity to build our own digital business within the ARN ecosystem. It is now time for iNC Digital Media to leave the ARN nest and become a truly independent media agency,” said Morris.

ARN COO Michael Harvey said the sale continues ARN’s strategy to focus on its audio assets.

“ARN is focusing on defining audio in Australia with our continuing investment in radio, music and podcasts. Over the past three years, we have built iNC into a successful digital media and marketing agency, however, the business no longer aligns with our core strategy,” said Harvey.

“The opportunity has arisen to merge iNC with Impulse Screen Media to allow it to grow even further and together they represent a unique offering in market. We look forward to the iNC team’s ongoing success as part of Impulse Screen Media.”

Impulse Screen’s chairman James Scott said: “By bringing together iNC’s existing sales and operations team under Loan Morris’ leadership with the Impulse technology platform, we can offer a unique, AI-based approach to our clients, enabling transparent marketing and media buying services.

“In this data-driven age, we need to assist our clients to combine data, analytics and automation at scale as organisations are increasingly seeking to harness the power of their information for a competitive advantage and to identify opportunities for revenue growth and cost reduction.”

ARN has been vocal about focusing on the audio aspects of its business, selling The Roar to Athlete’s Voice and closing its esports arm Gfinity. ARN parent company Here, There & Everywhere (HT&E) also recently expanded its investment in outdoor media company Ooh Media.


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