Alan Schauder and Tom Geekie.
Integrated marketing and media agency Merchantwise Group has acquired Jaywing Australia and digital product and UX specialist Frank Digital.
And Merchantwise, backed by Sydney-based private equity firm Parc Capital, is actively pursuing more acquisitions.
The latest deal, which has doubled headcount to more than 145 and pushed group client media spend under management to $110 million, is Merchantwise’s second major purchase in 2025 and the third in the past three years.
Commercial details haven't been revealed but the deal marks another round of consolidation in the industry, which includes Omnicom's takeover of IPG and locally Publicis Groupe's acquisition of Atomic 212°.
“This is a transformative moment for our group. Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands,” said Alan Schauder, group CEO of Merchantwise.
“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.”
The company, which also oversees licensing and consumer products programs that generate more than $500 million in retail sales a year, has delivered more 30% revenue growth a year for five years in a row.
Earlier this year Merchantwise acquired full-service social media marketing agency The Social CliQ and user-generated content agency The Content CliQ, connecting brands to more than 3,000 creators and influencers worldwide.
In 2023 performance marketing and digital media agency RQ Media joined the group, which also includes creative marketing agency Three Scoops. Clients of its existing agencies include Fiji Airways, True Alliance, Healthylife and Disneyland Paris.
Merchantwise Group was advised by TalbotSayer and Greenmount. Jaywing Australia and Frank Digital were acquired from Jaywing UK, which was advised by SI Global.
Tom Geekie, CEO of Jaywing and Frank Digital, said the team was proud of the business built in Australia over the past decade.
“Jaywing and Frank Digital have grown into highly respected, award-winning agencies in their own right,” said Geekie.
“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.
“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’s brand management and licensing division, Merchantwise and Asembl, represents a portfolio across gaming, entertainment, FMCG and lifestyle including: Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo.
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