Awaken invests in performance media with Agnes Media acquisition
Independent full-service agency, Awaken, has acquired digital marketing firm Agnes Media, with the purchase set to finalise by the end of March.
The move reinforces Awaken’s intention to build-out its performance media credentials in Australia, as well as the US and UK, where Agnes Media also operates.
The deal will see the transfer of Agens Media’s client stable, including a number of fintech brands and Hill Smith Family Estates, as well as three senior staff members and several contractors who have already joined the Awaken team.
Agnes Media founder Charlotte Ward will continue as Awaken’s marketing director, working with both teams to ensure a seamless transition.
Awaken founder and CEO, Chris Parker, said: “This is a fantastic opportunity to enhance Awaken’s existing offering. Agnes has a reputation for extraordinary performance media work locally in Australia and across the US and UK. This acquisition will allow us to upscale our performance team to take advantage of new client opportunities and adds on the capability to extend our campaigns into the US and UK markets for our clients.”
Agnes Media founder, Charlotte Ward, said: “This acquisition marks an exciting new chapter for both agencies, as we come together to provide even greater value to our clients. There is a strong synergy between both businesses, culturally and from a media strategy and application perspective. I’ve loved growing the Agnes brand and am excited to see what this acquisition will bring to the market.”
Launched in 2020, Agnes Media has specialised in performance media, working with Swedish fintech Klarna as its flagship client.
The acquisition is the first undertaken by the Awaken business, coming after a successful few years of growth for the business. In 2022, the agency welcomed a number of new clients including Visit Newcastle, Adora Fertility, whiskey brand Proper 12, tool provider Husqvarna, and McCarroll’s Automotive Group. These joined Awaken’s client roster alongside the Proximo group’s Jose Cuervo and Kraken Rum, Panasonic, Marriott Hotels, Armor All and Energizer.
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