Content shop Edge buys creative agency

Rosie Baker
By Rosie Baker | 27 October 2017

Content agency Edge has acquired brand and retail agency Creative Oasis as part of an expansion of its capabilities.

Edge, which is nearing 15 years old, puts content, social and digital at the heart of its approach but the move shifts the agency into more of a full-service proposition with a focus on retail.

It’s major clients include AAMI, Suncorp, Australia Post, Lendlease, and Petbarn.

Creative Oasis brings clients including Mitre 10 and Dymocks. .

The two shops have co-located in Sydney's Surry Hills for the past two years and collaborated on a number of projects, but the move changes the ownership structure and brings them both together formally.

Former Creative Oasis MD David Stretch will become group managing director. Steve Kulmar will be chairman of the combined agency, which will continue under the Edge name. Creative Oasis’s eight staff join the team which now has around 60 full-time staff in Sydney, and a Melbourne office with around 10 people, making it one of the largest independent shops in Australia.

Strategy Partner at Edge, Richard Parker says: “We believe that in a rapidly changing world, the biggest challenge brands face is to stay relevant, constantly.

"If we want to help brands meet this challenge, we have to fuse traditional creative craft with strong data, tech, media and content nous to own the overarching brand story for clients, and drive their communication strategy.

"It’s about delivering big meaningful brand communications alongside highly personalised micro-moments. The approach allows us to relentlessly drive brand relevance - and this merger allows both businesses to work towards this common vision”.

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