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Content specialist Milkmoney bought by Octagon

Australian branded content company, Milkmoney, which has worked closely with major brands including Red Bull, Sony, Diageo and ANZ, has joined InterPublic Group after IPG’s Octagon Sports and Entertainment acquired a majority stake in the business.

milkmoneyThe deal will see Milkmoney folded into Octagon but continue to operate under its own brand.

Octagon APAC managing director, Ben Hartman, said the acquisition would give the company even greater choice in developing branded content solutions for clients and would enhance a relationship that had been built over several years.

“Milkmoney is the very best at what they do,” Hartman said.

“We’ve worked together for several years to deliver exceptional content for our clients. Milkmoney has the vision and skills to continue evolving the power of branded content. They use expert storytelling and the latest immersive technology to engage fan passion and influence consumer behaviour.”

The company was founded eight years ago and has gone on to create branded content plays, including ANZ Banks’ series ‘Your Game Your Way’, featuring Novak Djokovic.

Founder Matt Taylor said the decision to join Octagon was based on extending the international opportunities the business had already seen.

“Milkmoney has global experience filming on all seven continents. By joining up with Octagon and IPG, we’ll be able to service our existing and new clients even better, no matter where the project takes us,” Taylor said.

“Understanding how to integrate brands while still creating content that is entertaining is something we have worked hard on for the past nine years. Having ‘grown up’  through the emergence and boom of branded entertainment marketing, we have learned a lot about what works and what really connects with an audience while still delivering on objectives.”

Milkmoney will move into IPGs Sydney offices and will expand its overseas teams in London and Singapore.

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