Indie agency Awaken to build performance media expertise via Agnes Media acquisition

Maureen Basa - March 22, 2023

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Australia – Independent full-service agency Awaken has acquired global digital marketing agency Agnes Media, targeted at building the agency’s performance media credentials in Australia, the United States, and the United Kingdom markets.

The acquisition, which is set to be finalised by the end of March, includes the transfer of Agnes Media’s client stable, along with three senior staff members and several contractors who have already moved into the Awaken team.

Agnes Media founder Charlotte Ward will continue as Awaken’s marketing director, working with both teams to ensure a seamless transition. Ward will also launch web 3.0 consultancy Around The Block, a separate entity assisting brands with projects in the blockchain and will work on joint client projects with Awaken.

The acquisition is a first for Awaken and is expected to significantly boost the agency’s Australian team, whilst also strengthening its capability to expand client campaigns in the US and UK.

“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,” said Awaken’s founder and CEO, Chris Parker.

He also added that the acquisition will assist Awaken with bolstering its local performance team, extending its campaigns into the US and UK markets for the agency, and upscaling its team for new client opportunities.

Meanwhile, Ward commented, “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.”

Last year, Agnes Media was also appointed by ‘buy now pay later’ solution ZeeFi as its digital marketing agency.

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