Interpublic Group has agreed to sell the majority of its stake in 303 MullenLowe Australia, and a minority stake in Mediahub Worldwide Asia-Pacific, to the local management holding company Attivo Group Holdings Pty Limited. The two new investment structures allow local management to have stakes in companies while maintaining a close affiliation with the MullenLowe group network and more broadly IPG.
The deal will double the size of Attivo’s business and give the holding company a presence in Australia for the first time, with the two 303 MullenLowe and Mediahub offices hosted together in Sydney and Perth. Attivo owns a number of other communications and marketing brands, including Harvey Cameron in Christchurch, Farrimond in Auckland, as well as TV and video production agency Gorilla.
Attivo is controlled and directed by Cam Murchison (photo), who was previously an executive at Ogilvy NZ and DDB in Asia. Attivo was launched in 2020 as the parent brand of the Marketing Services Group as part of its growth, and comprised of Harvey Cameron and Farrimond, both of whom have 25 years of experience in the marketing communications industry in New Zealand. .
Murchison said he was excited to get involved with 303 MullenLowe and Mediahub in Australia, given the brands strong reputation and shared passion for being challenger agencies – and helping challenger brands.
“We had been looking to make an investment in Australia for three years, but knew it had to be the right investment. We really believe we found this in 303 MullenLowe and Mediahub. Like us, they have truly integrated marketing solutions and a strong customer focus. So in these respects we are already speaking the same language. I was also incredibly impressed with the strategic and creative strength of 303 MullenLowe. They are hitting way above their weight which is a real credit to the team.
Mediahub Worldwide Asia-Pacific will continue to operate independently under the leadership of Andrew Livingston, APAC Managing Director, reporting to Ross jenkins, Executive Director, Mediahub EMEA and APAC. It is expected that 303 MullenLowe and Mediahub will maintain their current branding in Perth and Sydney, and tap into the resources of the Attivo Group, which has production, purchasing, public relations and digital marketing, design Web in Auckland and Christchurch New Zealand.
“This Australasian group will have strong local knowledge coupled with access to international standards, tools and methodologies,” added Murchison.
“We are very pleased to have developed the relationship with MullenLowe Group and IPG during this time of change in marketing services in Australia. What we want to achieve is very simple – we will continue the legacy of these great brands, but through the prism of local ANZ ownership, we will invest in offices, expand services, identify opportunities for collaboration while also providing incentives. the team to realize its potential and a continuous cycle of growth, on both sides of the Tasman. Our people fuel our ambition and my job is to strengthen the team to achieve incredible customer results. Overall, this newly expanded Attivo brand group offers a significant shared opportunity to grow our clients’ businesses, with more strategic insight, creativity and technology-driven performance.