Jaywing Australia, Frank Digital unify leadership team following integration

Performance marketing agency Jaywing Australia and creative user-experience agency Frank Digital have announced a unified leadership structure following their business integration.

Tom Geekie, managing director of Jaywing Australia, has become CEO of both agencies. He is supported by Ed Raine, who has been promoted to head of digital strategy across both businesses. Both agencies are working in a new office in Sydney’s Barangaroo.

L-R: Ed Raine and Tom Geekie

As a part of the integration, Jaywing’s data, insights, performance and conversion rate optimisation offering are combined with Frank Digital’s creative, design and UX capabilities.

While the two agencies continue to operate under different brands, they intend to offer more comprehensive services to both client bases.

The UK-listed Jaywing PLC is also appointing an Australian board of directors, with Chris Pittham stepping back from co-managing director and becoming a non-executive director.

Explaining the decision to align both agencies, Geekie said: “Increasing automation in media platforms is putting greater emphasis on creative which the Frank Digital studio bolsters. Conversely, from a digital product perspective, we can leverage Jaywing’s capabilities in data and analytics, conversion rate optimisation and search engine optimisation in the Frank Digital offering.

“Aligning Jaywing and Frank more closely enhances our serving offering and builds out the business in new ways. Integrating the two businesses allows us to bring data and creative to the heart of everything we do and meet growing client demand.”

Jaywing Australia’s clients include Athena, Domino’s, Royal Doulton, Waterford Crystal and Princess Polly. Since it acquired Frank Digital in 2018, it has been working with clients including AMP Capital, Merivale, CanTeen, City of Sydney, and Western Sydney University.


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