Awaken acquires digital marketing agency Agnes Media to build performance media expertise

Independent full-service agency Awaken has acquired global digital marketing agency Agnes Media as it builds the agency’s performance media credentials both in Australia and the US and UK markets.

The acquisition, which is set to be finalised by the end of March, includes the transfer of Agnes Media’s client stable, that includes a range of fintech brands and Hill Smith Wines (previously Yalumba Wines), along with three senior staff members and several contractors who have already moved into the Awaken team.

Agnes Media founder Charlotte Ward (above left) will continue as Awaken’s marketing director, working with both teams to ensure a seamless transition.

Agnes Media was established in 2020, with a focus on driving growth and maximising ROI for businesses with a strong focus on performance media. The agency’s  expertise includes brand building underpinned by strong growth strategies, and measurement and attribution, with Klarna as its  flagship client. As a measurement-first agency, Agnes Media has a strong track record for scaling brands and driving results.

The acquisition is a first for the Awaken business, and will significantly boost the agency’s Australian team, while also strengthening its capability to expand client campaigns to the US and UK markets.

Says Chris Parker (above right), founder and CEO, Awaken: “This is a fantastic opportunity to enhance Awaken’s existing offering. Agnes has a reputation for extraordinary performance media work locally in Australia and across the US and UK. This acquisition will allow us to upscale our performance team to take advantage of new client opportunities and adds  on the capability to extend our campaigns into the US and UK markets for our clients. .”

Says Ward: “This acquisition marks an exciting new chapter for both agencies, as we come together to provide even greater value to our clients. There is a strong synergy between both businesses, culturally and from a media strategy and application perspective. I’ve loved growing the Agnes brand and am excited to see what this acquisition will bring to the market.”

Ward will also launch web 3.0 consultancy Around The Block, a separate entity assisting brands with projects in the blockchain and will work on joint client projects with Awaken.

The acquisition follows a successful period for Awaken, including being ranked at number 33 fastest-growing Australian business in the AFR’s Fast 100 in November last year. The agency has recorded more than 74% client growth for four consecutive years, with a number of new clients coming on-board in 2022 including Visit Newcastle, Adora Fertility, whiskey brand Proper 12, tool provider Husqvarna, and McCarroll’s Automotive Group. They joined Awaken’s client stable including the Proximo group’s Jose Cuervo and Kraken Rum, Panasonic, Marriott Hotels, Armor All and Energizer.

The acquisition will be complete by the end of March.