Founded in 2019 by Nadia Bartel, Michelle Ring and Laura Broque, HENNE has built a strong following for its minimalist wardrobe essentials and premium fashion aesthetic, becoming one of Australia’s fastest-growing contemporary fashion brands.

The appointments mark a new chapter in HENNE’s growth strategy as the Melbourne-founded brand looks to strengthen customer acquisition across Australia and New Zealand ahead of future international expansion.

Under the partnership, Jaywing will oversee paid media strategy, execution, and optimisation across Meta, Google, TikTok, and Pinterest, while also managing reporting, analytics, creative strategy, and production support to improve campaign performance and marketing effectiveness.

Meanwhile, The Social CliQ will lead HENNE’s social media strategy across Meta and TikTok, delivering full-funnel campaigns spanning influencer marketing, user-generated content (UGC), and conversion-focused creative.

The appointments follow a competitive pitch process, where HENNE evaluated agencies based on strategic thinking, creative capability, performance marketing expertise, measurement and team fit.

As part of its remit, Jaywing will also deploy its proprietary FeedOps platform to optimise HENNE’s product data across paid media channels, helping improve campaign performance while preparing the brand for emerging AI-powered and agentic commerce environments.

Ash Terry, eCommerce Director at Jaywing, said the partnership comes at an important stage of HENNE’s growth journey.

“We’re delighted to be partnering with HENNE at such a pivotal stage of its journey. What stands out is the brand’s commercial maturity and its clear focus on sustainable new customer acquisition,” said Terry. 

“That long-term mindset creates the conditions for truly effective performance marketing, where data, creative and media work in lockstep. With the addition of FeedOps and our advanced measurement approach, we can unlock new levels of efficiency and scale for HENNE,” added Terry. 

Talia Datt, Founder and Managing Director of The Social CliQ, added that HENNE’s strong brand identity creates opportunities to build deeper engagement across social platforms.

“HENNE is a brand with an incredibly strong aesthetic and cultural resonance, which gives us a powerful platform to build from. We’re excited to be working alongside Jaywing and the HENNE team on this great Australian brand,” said Datt. 

The post HENNE appoints Jaywing, The Social CliQ as new marketing partners following competitive pitch  appeared first on MARKETECH APAC.

The push, developed by The Social CliQ, part of Jaywing, marks a shift away from traditional campaign cycles towards always-on content designed for short-form video platforms.

Instead of commissioning individual creators remotely, the agency brought together 16 creators for a single-day shoot on the Gold Coast, producing more than 50 videos and 40 images in one coordinated production.

The creators, including Godwill Taban, Oliver Hedger, Sarah Hunter, Lucy Vining, and Nilan Gilbert, captured content across beach, park, and poolside settings—scenarios closely tied to how Australians use Esky’s coolers.

@esky.australia Pool day recap: drinks cold, music up, and no one checking the time. Grab the Esky. #eskyaustralia #fyp #grabtheesky ♬ original sound – Esky Australia

Talia Datt, Founder and Managing Director at The Social CliQ, said, “Social platforms move quickly and brands need content that feels native to how people actually create and consume on TikTok.”

Datt added, “By bringing 16 creators together for a dedicated shoot we were able to capture a huge volume of content in a short period of time while still keeping it authentic. It also allowed us to curate the environments, styling and group dynamics so it reflects reality, with Esky naturally at the centre of those experiences.”

The brand, long associated with beach trips, barbecues, and weekend outings, is now translating those rituals into formats suited for digital feeds rather than television spots.

Tracey Fitzsimmons, Marketing Manager at Esky, said, “Esky has been part of Australia’s cultural life for decades, from beach days to backyard barbecues. This campaign brings that spirit to life reflecting how younger audiences share their experiences today.”

Further adding, “Working with The Social CliQ and a talented group of creators has allowed us to capture those real moments of connection and fun, while showcasing how Esky products naturally fit into those outdoor occasions.”

Content from the shoot will roll out first on TikTok, before extending to Meta platforms throughout the year as part of an always-on publishing strategy.

The post Esky shifts to creator-led strategy with TikTok-first campaign via The Social CliQ appeared first on MARKETECH APAC.

Queensland.com serves as the central online hub for the state’s tourism experiences, events, and itineraries, drawing over 12 million visitors annually and encouraging travellers from across Australia and abroad to explore Queensland’s diverse destinations. TEQ, the state’s lead agency for destination marketing, experience development, and major events, will work with Jaywing to strengthen the site’s reach and impact.

The multi-year engagement follows a competitive pitch process and will see Jaywing lead SEO, generative engine optimisation (GEO), and digital PR efforts to grow organic traffic, support major campaign activity, and enhance Queensland.com’s authority in both domestic and international markets.

The appointment comes after a strong year for Jaywing, which recently extended its partnership with small business insurance platform BizCover and was appointed by pet wellness brand Lyka to lead its organic search strategy. The agency also counts Myer, New Balance, Crocs, Intuit QuickBooks, and a2 Milk among its clients.

In August, Jaywing and its sister digital product and UX agency, Frank Digital, were acquired by Merchantwise Group, one of Australia’s fastest-growing integrated marketing and media companies, in its largest acquisition to date.

Tom Geekie, CEO at Jaywing, said, “Queensland.com isn’t just a website; it’s the front door to one of the most desirable destinations in Australia. As generative search reshapes how people discover and plan travel, ensuring Queensland’s incredible tourism experiences are discoverable, trusted and inspiring online has never been more important.”

He continued, “By combining deep SEO and GEO expertise with data-led storytelling and digital PR, we’ll help TEQ strengthen Queensland.com’s authority and visibility for both human audiences and AI-driven search alike.”

The post TEQ selects Jaywing to lead SEO and digital PR for Queensland tourism website appeared first on MARKETECH APAC.

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.

The post Merchantwise Group acquires Jaywing and Frank Digital appeared first on MARKETECH APAC.

Jaywing has appointed Rob Hilborn as senior SEO director and Harriet Dawson as digital PR specialist, both with experience in the digital PR practice.

Hilborn joins the company from Submerge, a creative marketing specialist in the UK, where he was head of SEO. With over 10 years of experience in digital marketing, PR, and project management, he has worked with brands such as Laithwaites, Legal & General, and Red Head Wine.

Meanwhile, Dawson worked with iProspect, building its digital PR product offering and executing campaigns for La Roche Posay, Garnier, and Lancôme.

Tom Geekie, chief executive officer at Jaywing, commented, “With search engine optimisation becoming more competitive as tools and platforms do more of the heavy lifting, securing high quality backlinks and media coverage is becoming a crucial differentiator. Digital PR is one of the most effective ways to drive these links from sites with high domain authorities, such as news sites, making it a must have for any sites wanting to compete against major brands.

“The expansion of our Digital PR capabilities gives our clients the edge needed to stand out against competitors. This service is already delivering impressive results, and with Harriet and Rob onboard, working together with Katie, we’re excited to build on this momentum and continue driving business growth for our partners,” Geekie added.

Hilborn commented, “Having seen the effectiveness of Digital PR, it’s great to be joining an innovative and forward-thinking agency like Jaywing which recognises the value it delivers in driving better SEO outcomes. I’m delighted to be joining the team.”

“I’m excited to join Jaywing’s growing Digital PR team and bring my expertise in creating impactful campaigns for our clients. Digital PR is already thriving in the UK and other parts of the world, and it’s exciting to be part of the industry as it takes off in Australia as well,” Dawson said.

The post Jaywing announces key hires to enhance digital PR offering appeared first on MARKETECH APAC.

Frank Digital, a digital product and user-experience agency, has been tasked with redesigning TLC Healthcare’s online presence. Their goal is to improve the customer experience, enhance web navigation, and streamline online data capture for better lead generation and customer follow-up, all leveraging TLC’s new HubSpot CRM platform.

The agency merged TLC Healthcare’s 35+ websites into a single, unified digital platform. This process included a comprehensive redesign of the user experience (UX) and user interface (UI) to better communicate the company’s mission and extensive range of services. Additionally, clever animations were integrated throughout the site, adding personality to the brand and creating delightful moments for users.

Matthew Mellor, CMO at TLC Healthcare, commented, “Our collaboration with Frank Digital has resulted in a website that truly represents our vision of integrated healthcare services. The new site significantly improves how we connect with our clients and manage their needs, streamlining our processes and enhancing overall satisfaction. We are excited to launch this new platform and continue our journey of providing life-changing healthcare.”

Matt Smartt, head of experience design at Frank Digital, also said, “Our goal was to create a website for TLC Healthcare that not only reflects their comprehensive healthcare model but also provides an exceptional user experience. The new site is a testament to our team’s dedication to delivering innovative design and technology.”

This news follows Jaywing’s recent expansion into Asia and strengthened partnerships with clients like Crocs, Sitecore, and New Balance. The agency will collaborate with these brands across Japan, Hong Kong, Taiwan, Singapore, and Malaysia, focussing on creative, digital media, SEO, and content.

The post TLC Healthcare launches redesigned website with enhanced user experience by Frank Digital appeared first on MARKETECH APAC.

With a focus on creative, digital media, SEO, and content, the firm will work with these customers in nations including Malaysia, Singapore, Japan, Hong Kong, Taiwan, and Singapore. 

Jaywing has hired local talent in Hong Kong to offer customised, strategic support for its growing clientele in Asia, strengthened by its team of creative and media specialists based in Sydney. 

Speaking about the expansion, Tom Geekie, CEO of Jaywing, said, “This strategic move into Asia reinforces our commitment to delivering innovative, data-driven performance marketing and media solutions to empower brands to maximise the return on their investment. Asia has a highly developed eCommerce market and clients are looking for effective and innovative solutions to connect with consumers.” 

He added, “In addition, customers in Asia have distinctly different buying journeys, expectations and shopping experiences, so it’s important to have specialists with that expertise on the ground. We have recruited locally in Hong Kong, and as we grow our customer base we intend to add more.” 

The post Jaywing expands into Asia, strengthening global partnerships and hiring local talent in Hong Kong appeared first on MARKETECH APAC.

Jaywing’s mandate includes driving sales and new customers for Crocs and delivering enhanced return on marketing spend. 

The Crocs brand includes Crocs and HEYDUDE which are sold in more than 85 countries through wholesale and direct-to-consumer channels.

Jaywing bagged Crocs’ account following a pitch. The Crocs is the agency’s latest major win, following its appointment by Future Super for paid media strategy and execution and The a2 Milk Company to lead SEO and amplify digital content and PR across its suite of platforms. 

The agency is also working on several major clients, including Myer, New Balance, Cashrewards, Athena Home Loans, Employment Hero, New Balance, Noble Oak, Royal Doulton, Waterford Crystal, and Lyres.

Raimundo Campbell, commercial director of Jaywing, said, “Crocs is an iconic brand with a global reach, and we are honoured to have been chosen as their strategic partner for these key markets. We are committed to delivering exceptional results, providing strategic recommendations, and driving the continued success of Crocs in Australia and Singapore.”

The post Crocs selects Jaywing to handle paid media management duties in Australia and Singapore appeared first on MARKETECH APAC.

Following an evaluation process, Cashrewards has teamed with Jaywing to pursue its three-year growth goal. The goal is to increase customer acquisition and retention efforts, reinvigorate and optimize Cashrewards’ SEO, and reduce reliance on sponsored acquisition. Jaywing will also be in charge of creating interesting content and improving the performance of the mobile app.

Mitchell Steep, growth lead at Cashrewards said, “We have ambitious plans to maintain our lead in the cashback category and a key element of that is supercharging our SEO and content. Jaywing demonstrated a clear understanding of our objectives and presented solutions that will deliver for the business. Their experience in working with major retail brands including Myer, New Balance and Athena Home Loans and deep UX capabilities were the key reasons why we appointed them. We’re delighted to welcome Jaywing to the Cashrewards agency village, joining Poem who look after PR, brand amplification and social strategy and Zenith Media, who manage our media strategy and planning.”

Meanwhile, Rai Campbell, commercial director at Jaywing, added, “The cashback category is growing rapidly, up 20 percent year on year, but market penetration in Australia remains in single figures compared to other countries such as the US and UK. The potential to attract new members to Cashrewards is significant and with a clear strategic vision and roadmap of success, we look forward to working with the team to deliver on their ambitious plans.”

The post Cashrewards appoints Jaywing to handle company’s acquisition, retention  appeared first on MARKETECH APAC.

As part of the mandate, Jaywing will be managing New Balance’s paid search, social, analytics and email, as well as provide creative support for the brand’s extensive range of sneakers and sports clothing.

New Balance said that Jaywing was selected for its audience and creative first approach to paid media and the better use of data to provide more strategic insights across digital channels. 

“With ambitious growth goals, we wanted a digital marketing partner that has a strong strategic focus backed with a deep understanding of audience and data. Jaywing presented us with clear opportunities on how to achieve our targets and we are closely culturally aligned. We look forward to working with them to drive our e-commerce plans,” said Jonathan Clark, international retail director of New Balance. 

Meanwhile, Raimundo Campbell, commercial director of Jaywing and Frank Digital, commented, “We are delighted to welcome New Balance to Jaywing’s portfolio of leading global e-commerce brands. It’s a recognition of the depth of talent and breadth of expertise we have in the agency that we continue to attract major Australian and international brands to Jaywing, and we’re looking forward to delivering on New Balance’s ambitious performance media plans.”

The recent client win follows the integration of Jaywing and user experience agency Frank Digital earlier this year with a unified leadership structure under CEO Tom Geekie and head of digital strategy Ed Raine.

The post Jaywing appointed to drive customer growth across ANZ by New Balance appeared first on MARKETECH APAC.