Content house Brand New Media buys majority stake in entertainment agency Waterfront

Waterfront logoBrand New Media has acquired a majority stake in Sydney-based entertainment company Waterfront as it looks to bolster its entertainment offering.

Waterfront, founded by Sean Pickwell in Sydney in 2003, manages commercial partnerships for entertainment events and celebrities, whilst BNM is a specialist content marketing company.

Pickwell said in a statement: “With BNM’s strength in content creation and ours with entertainment properties, celebrities and insider experiences, it is a great opportunity for marketers to tap into content and platforms that are relevant to provide deeper engagement for audiences.”

The move comes a week after BNM unveiled Simon Joyce as its new managing director, with Waterfront’s strategy agency The Invisible Agency also included in the deal.

BNM CEO Perry Smith said: “The business provides BNM additional scale to support our brand and broadcast partners through unique celebrity endorsement, talent management and world class entertainment events.”

Waterfront will move into BNM’s North Sydney offices.



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