Interpublic Group (IPG) has agreed to sell a majority of its stake in 303 MullenLowe Australia and a minority stake in Mediahub Worldwide Asia-Pacific to a New Zealand-based group, Attivo.
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, who previously served as 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.
He was trained by Harvey Cameron and Farrimond, both of whom have 25 years of experience in the New Zealand marketing communications industry.
Murchison said he was excited to get involved with 303 MullenLowe and Mediahub in Australia, given the brands strong reputation and shared passion to be challenger agencies and help challenger brands.
“We had been looking to invest in Australia for three years, but we knew it had to be the right investment. We really believe we found this in 303 MullenLowe and Mediahub, ”Murchison said.
“Like us, they have truly integrated marketing solutions and a unique customer focus. So in this regard, we are already speaking the same language. I have also been incredibly impressed with the strategic and creative strength of 303 MullenLowe. weight, which is a real credit to the team.
Mediahub Worldwide Asia-Pacific will continue to operate independently under the leadership of APAC Managing Director Andrew Livingston, who will report to Ross Jenkins, who is Mediahub’s Executive Director in the EMEA and APAC regions.
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, site design capabilities. Web in Auckland and Christchurch New Zealand.
It is not yet clear whether the local management team will remain the same. AdNews has requested clarification from Attivo on this matter.
“This Australasian group will have strong local knowledge coupled with access to international standards, tools and methodologies,” Murchison said.
“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 inspiring the team to realize their potential. and a continuous cycle of growth, on both sides of the Tasman River.
“Our people fuel our ambition and my job is to further strengthen the team to achieve incredible customer results. Overall, this newly expanded Attivo brand group provides a meaningful shared opportunity to grow our customers’ businesses, with more of strategic insight, creativity and technology-driven performance.
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