Digital media house Brand New Media has grabbed a majority stake in celebrity specialist agency Waterfront.
The 11-year-old agency manages a range of events and specialises in celebrity endorsements, event sponsorship and insider experiences.
The company has worked with a wide array of brands over the years including Tourism Australian, AAPT, LG, AAMI, Optus and Nissan.
Perry Smith, chief executive of BNM, said that the acquisition would also see Waterfront's strategic thinking and brand communications agency, The Invisible Agency headed by Garth Agius, integrated into the BNM acqusition.
The move comes just a week after former MCM boss Simon Joyce joined BNM as MD for Australia and New Zealand.
"We are experiencing strong organic growth and bringing the amazing Waterfront team into BNM will support our strategy of inspiring, entertaining and informing consumers through content," Smith said.
"The business provides BNM additional scale to support our brand and broadcast partners through unique celebrity endorsement, talent management and world class entertainment events."
Waterfront founder Sean Pickwell said the new alliance would allow Waterfront to tap into BNM's strengths in content creation while at the same time giving the business greater scale.
Waterfront and The Invisible Agency will continue to operate as separate brands under the BNM umbrella.
BNM operates a range of digital channels and has dedicated studios in Australia, Singapore, the US and Europe.
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