IPG has acquired a majority stake in Australian branded content and entertainment agency Milkmoney.
The home-grown agency, which was founded in 2008, has worked with the likes of Red Bull, Disney Channel, Sony, Destination NSW, Diageo, Mastercard and Hyundai. Milkmoney will sit within IPG's 'Octagon' network, however it will still be able to work independently, just now having the benefit of global scale.
Octagon and Milkmoney have partnered before on content campaigns, including ANZ’s global Tennis series 'Your Game Your Way' featuring world No. 1 Novak Djokovic; Unilever’s Dove Men+Care campaign Strength to Care featuring Wallaby David Pocock; and a recent Virtual Reality project Inside Anfield for Standard Chartered Bank and Liverpool Football Club.
“Milkmoney has global experience filming on all seven continents. By joining up with Octagon and IPG, we’ll be able to service our existing and new clients even better, no matter where the project takes us,” says Matt Taylor, Milkmoney's founder and executive producer.
“Understanding how to integrate brands while still creating content that is entertaining is something we have worked hard on for the last nine years. Having ‘grown up’ through the emergence and boom of branded entertainment marketing, we have learned a lot about what works and what really connects with an audience while still delivering on objectives,” he added.
Milkmoney has now moved its Australian team to IPG’s regional hub in The Rocks and are in the process of adding team members in London and Singapore. Taylor, along with the Australian team, will remain in their current roles.
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