Australian startup Anthem has acquired the local division of the London-based marketing entertainment agency AKA Group.
Commecial details have not been released.
Behind Anthem is arts and major events leader Vas Katos, who spent the last six years as AKA s mnaging director.
He is backed by investor Radek Sali, the former CEO of Swisse Wellness and founder of Light Warrior Group.
The new venture’s name was inspired by the 1992 Leonard Cohen song of the same name.
Anthem will continue AKA Australia’s strategic partnership with Simon Ryan’s Ryvalmedia, which will provide media, data and tech services.
Katos believes the major events industry, brutally hit by COVID-19, will recover, but it will need courage and fresh ideas to do so.
“Tier one entertainment is a globally interconnected community, but that also means it is a globally competitive market,” he says.
“Live events around the world have been decimated due to the pandemic and Australia may have a bigger challenge than America and Europe with getting audiences back in full force.
“Therefore, the art of selling culture and sports needs a new approach; The future of marketing consultancies is about having a highly qualified SWAT team of specialists, rather than an army of generalists. And as an independent, we can avoid legacy structures and instead embrace an entrepreneurial spirit.”
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