French multinational advertising company Havas Group has taken a majority interest in Frontier Australia.
The independent performance marketing agency will be integrated into the Havas Edge Performance Network (EPN).
Commercial deatils of the deal haven't been revealed.
The shift in ownership is an indication of more sales to come across the sector. Industry insiders say a raft of independent agencies are currently spruiking for buyers.
Frontier Australia was founded in 1998 by Neil Hoar. He and partners Steven King and Dan O’Brien grew Frontier Australia to be a leading full-service performance marketing agency.
Clients includeFinder.com.au, Temple & Webster, Global Shop Direct and BlueBet, as well as EPN international clients Norton/Lifelock and Noom.
Steven King, co-CEO of Frontier Australia: “We can’t speak highly enough of the global EPN network, run by Steve Netzley and his leadership team.
"Their commercial vision, entrepreneurial mindset and focus on delivering what is really important to clients is completely aligned with ours. In them, we feel like we have found a true and trusted partner.
"Together, we very much look forward to continuing what has always been our priority – to grow our clients’ businesses and have a materially positive impact on their success.”
Frontier Australia will continue using its brand locally while adding branding representative of Edge Performance Network membership.
Yannick Bolloré, chairman and CEO of Havas Group: “Frontier Australia is recognised for driving client marketing budget ROI by connecting the science of direct response and the art of brand advertising.
"Their addition to our global network will provide localised performance marketing expertise and valuable insights across all channels for the EPN network and its extensive roster of global clients looking to expand into the Australian marketplace. We are thrilled to officially welcome the Frontier Australia team to our Group.”
Steve Netzley, CEO of EPN: “We’ve had tremendous success partnering with Neil, Steven, Dan and their talented team at Frontier Australia over the past few years, and the success we’ve enjoyed with them made our recent decision to formally add them into EPN an easy decision and one I’m personally very proud to see become a reality.
"Australia is a very important territory globally for EPN and our clients, and Frontier Australia is the perfect complement to the other EPN agencies around the world both culturally and through their ability to deliver for our clients.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.