Credit: Audience Group
Independent media agency Audience Group has expanded its ownership group from two to five partners, with Casey Greig, Aimee Gossage and Angela Rogers becoming shareholders and directors after investing in the business.
The three join co-founders James McDonald and Tom Evans, with the agency saying the move reinforces its commitment to independent ownership rather than external investment or acquisition.
The new ownership structure took effect on July 1. There are no changes to client teams or servicing arrangements.
Managing director James McDonald said the agency had chosen to extend equity to senior leaders already running its core disciplines.
"We remain firmly independent," McDonald said.
"Tom and I founded Audience Group on evidence-based advertising strategy and a firm belief in Asymmetric Growth: the principle that media investment should generate business value well beyond the media plan itself.
"Casey, Aimee and Ange believe in that vision and bring the leadership, smarts and ambition to further develop our agency principles and each make their own mark on its future."
Greig leads strategy, Gossage leads investment and Rogers leads client service. All three were previously members of the agency's senior leadership team.
Audience Group said its billings increased 164% in the past year, following year-on-year growth since the agency was founded.
"That is a big number, achieved through a program of deliberate growth," Evans said.
"We have always expanded when the business, the team and our capabilities were ready, rather than chasing growth for its own sake."
Evans said the agency's growth reflected earlier investment in the business and leadership team.
"It's a direct reflection of the strength of the leadership team we've built and the work they've put in," he said.
"It's also why we're moving into new offices at the end of September. The new space reflects where the agency has got to, and where we're taking it next."
McDonald said broadening the ownership group would help retain institutional knowledge as agencies face senior staff turnover.
"Client knowledge, it lives in people," he said.
"Every time a senior person leaves an agency, a client loses history.
"Developing your people, creating a clear path for progression and providing opportunities for equity are all critical to addressing that problem. Casey, Aimee and Ange are now owners with capital at risk and a long-term interest in continuing to build the knowledge, relationships and expertise that sit within this agency."
McDonald said the agency intended to remain independent as it expanded.
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