Jaywing integrates RQ Media and Three Scoops; repositions under new growth model

Award winning agency, Jaywing, is integrating media and performance agency RQ Media and creative marketing agency Three Scoops, following its acquisition by the Merchantwise Group early this year.

Bringing RQ Media and Three Scoops under the Jaywing umbrella unites complementary expertise across media, performance, and creative, further expanding Jaywing’s capabilities and adding clients, including Disneyland Paris, Fiji Airways, Healthylife and Soundbay, owners of the Store DJ and Mannys brands, alongside existing Jaywing clients such as New Balance, Crocs, Myer, Intuit QuickBooks, and a2 Milk.

The integration also builds on Jaywing’s relationship with sister agency, Frank Digital, a leading digital product and UX design studio renowned for building high-performing websites, apps and platforms.

In response to evolving client demand and the changing marketing landscape, Jaywing has redefined its positioning to operate across three interconnected growth pillars: Brand, delivering commercially driven strategy, positioning and creative differentiation; Experience, designing end-to-end customer journeys across UX, CX and content; and Performance, focused on driving measurable growth tied directly to business outcomes.

Led by CEO, Tom Geekie (pictured below), the expanded Jaywing team sees headcount rise to 110 with offices across Sydney, Melbourne and Adelaide. Additional senior appointments will be announced in the coming months to support the agency’s expanded scale and capability.

Says Geekie: “Clients are looking for partners who can connect the dots between brand, experience and performance and prove the impact of every decision. By bringing RQ Media and Three Scoops into the Jaywing family, we’re combining data-led strategy with creativity and media execution under one roof. For our clients, that means deeper insight, faster optimisation and more cohesive growth strategies powered by a shared foundation of data and technology.”

In August, Jaywing and Frank Digital were acquired by the Merchantwise Group, a brand management, media and marketing agency, with the brand management and licensing divisions, Merchantwise and Asembl, representing a portfolio of the world’s most iconic brands across gaming, entertainment, FMCG and lifestyle.

As part of its strategic plan to become a top five independent marketing and media agency, Merchantwise Group acquired full-service social media marketing agency, The Social CliQ, and user-generated content agency The Content CliQ, earlier this year. In 2023 it acquired RQ Media. Both RQ Media and Three Scoops will continue to operate as their own brands.

Says Alan Schauder, CEO of Merchantwise Group: “The addition of RQ Media and Three Scoops further strengthens Jaywing’s market-leading position, deepening its media and creative expertise and expanding its ability to help clients grow faster and more intelligently. This integration is another important step in building Merchantwise Group into one of Australia’s leading independent brand management, marketing and media businesses.”

Jaywing is a multi-award winning Performance Agency of the Year, and together with RQ Media have been nominated for a total of nine Google Excellence Awards this year.

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