Australia – Merchantwise Group has acquired data, creative and performance marketing agency Jaywing, along with digital product and UX specialist Frank Digital.
The addition of Jaywing and Frank Digital expands Merchantwise Group’s capabilities in AI-powered media, data strategy, performance marketing, UX/UI and digital product development. The combined group now manages over $110 million in client media spend and oversees licensing and consumer products programs generating over $500 million in annual retail sales.
The move marks Merchantwise Group’s second major purchase in 2025 and third in the past three years, doubling the size of the business. Backed by Sydney-based private equity firm Parc Capital, the group has recorded more than 30% annual revenue growth for five consecutive years and is pursuing further acquisitions in Australia and overseas.
Alan Schauder, group CEO of Merchantwise Group, said, “This is a transformative moment for our group. Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands. By bringing them into the Merchantwise Group, we’re combining data, creativity, media and technology to deliver full-funnel solutions for some of the world’s most exciting brands. We’re now operating at a whole new level of scale, capability and impact and there is more to come.”
Meanwhile, Tom Geekie, CEO of Jaywing and Frank Digital, commented, “We’re incredibly proud of the business we’ve built in Australia over the past decade. Jaywing and Frank Digital have grown into highly respected, award-winning agencies in their own right. Merchantwise Group is the perfect new home to take this next step, as they share our passion for creativity, data and innovation. It will bring immediate benefit for our clients as we welcome an award winning social content, strategy and influencer team, a technical performance media team and additional creative resources.”
He added, “The backing of Merchantwise and Parc will also accelerate our AI journey, as we scale and invest in this space as a strategic priority. With their backing, the team is poised to unlock even greater growth and impact for our clients.”
Merchantwise Group operates brand licensing agency Merchantwise and Asembl in Australia and New Zealand, representing brands including Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo. The company combines brand licensing with media, data, content and experience capabilities.
Jaywing, with offices in Sydney and Melbourne, works with brands such as New Balance, Crocs, Myer, Intuit QuickBooks, a2 Milk, OES and InvoCare. Sister agency Frank Digital delivers UX design and digital products for clients in government, education and consumer sectors, including Meriton, The City of Sydney, Merivale, Regional Australia Bank, Employment Hero and Sonder.
According to Schauder, “The addition of Jaywing and Frank Digital gives us unmatched capability in data-led growth. We’re bringing together best-in-class talent from brand, content, performance, UX and data science, and that’s incredibly exciting for our clients and teams alike.”
The acquisition increases Merchantwise Group’s headcount to more than 145. Earlier this year, the company acquired The Social CliQ and The Content CliQ, and in 2023 added RQ Media to its portfolio, which also includes Three Scoops. Clients across its network include Fiji Airways, True Alliance, Healthylife and Disneyland Paris.
Merchantwise Group was advised by TalbotSayer and Greenmount, while Jaywing UK, the former owner of Jaywing Australia and Frank Digital, was advised by SI Partners.
