Claxon acquires creative agency Embark

By AdNews | 8 April 2024
Phil Coulson, James Coulson, Daniel Willis and Danny Molyneux.

Independent agency Claxon has acquired Gold Coast creative agency Embark. The acquisition is Claxon's second in 14 months.

Commercial details haven't been released. 

Claxon founder and CEO Daniel Willis says acquisition remains a focus, especially as the agency continues its current push into the UK market.

"I'm pleased to announce the deal with Embark, which further bolsters our already strong creative offering. This not only amplifies existing capabilities but enriches our market presence as we continue our own rapid growth," said Willis.

Founded in 2003 by brothers James and Phil Coulson, Embark has worked with brands such as Bartercard, BMW, Land Rover and NSW TAFE. 

Willis said over the past two decades James and Phil have nurtured Embark into a great agency and the culture they've built aligns with Claxon's values and its mission to deliver exceptional client outcomes.

"I'm looking forward to the energy and experience that the Embark team will bring to Claxon," he said.

Embark will retain its own brand in market but assume a co-branded position, with all staff and clients remaining with the expanded agency. 

The acquisition provides Embark clients with an end-to-end marketing and advertising offering. James and Phil Coulson will join the senior leadership team at Claxon and will retain their roles as creative directors of Embark.

Founder James Coulson said after 21 years of creating exceptional brands, the agency is excited to start a new chapter with Claxon.

"We're joining forces because we think we're a great match – what they're great at fits perfectly with what we do, and vice versa. This means we can offer even cooler stuff to our clients and provide our team with some amazing new opportunities," he said.

"Claxon and Embark teaming up is all about taking things to the next level and making sure the future is as bright and exciting as possible for everyone involved."

The acquisition became effective on April 2 and Claxon's Gold Coast team will move into Embark's headquarters later this month.

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