Alley to expand digital marketing capabilities via merger with Innovate Online

Maureen Basa - May 17, 2023

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Australia – To significantly expand its digital marketing capabilities and establish itself as one of the world’s most comprehensive customer acquisition and retention businesses, US and Australian marketing agency Alley Group has announced its merger with the Nunn Media-owned digital agency, Innovate Online.

The merger will add new capabilities to Alley Group such as Search Engine Optimization (SEO), and the skills of more than 25 Australian consultants to Alley’s talent roster. In addition, Alley Group will also offer its clients in-house traditional media planning and buying services in collaboration with parent Nunn Media.

Alley will also be given access to proprietary data planning and activation technology, Augment, and custom econometric modelling capabilities that the Nunn Media group has developed over the past six months.

The combined Alley Group is now one of the world’s most comprehensive digital agencies with a unique suite of capabilities and services that go beyond media to drive greater campaign efficiencies and ensure no marketing dollar is wasted in achieving heightened conversion.

Nick Lavidge, CEO of Alley Group says the combined Alley Group will help businesses cut marketing spend through economic headwinds without compromising conversions.

“In addition to strengthening up our full-funnel traditional and organic media services, we are excited to showcase our expanded capabilities outside media buying, such as creative optimization and site personalization that allows us to show the right ad to the right person at the right time,” he said.

Lavidge added, “Given Alley Group’s track record, team and expanded capabilities, we can confidently say we’re one of the world’s leading agencies delivering customer acquisition and retention solutions to drive attributable financial outcomes.”

Matt Nunn, group CEO of Nunn Media also remarked that integrating the businesses creates a unique global offering in the US and Australia that will be further accelerated through organic development and strategically focused acquisitions.

“Bringing Alley Group and Innovate together is a natural next step in the Nunn Media group’s mid-term strategy following our acquisitions of the two businesses. The move bolsters our position as a leading independent agency globally and ensures clients are provided the best and most effectively integrated marketing capabilities in market,” Nunn added.

The initiative follows a series of major client wins for Alley Group in the US and Australia, including software and IT solutions provider GoTo and video game publisher Bethesda Softworks.

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