Marketing agency Alley has merged operations with fellow Nunn subsidary Innovate Online, creating a new group with comprehensive customer acquisition and retention services.
The new Alley Group will have the additional skills of more than 25 Melbourne-based consultants.
Alley’s new proposition is to help global brands do more with less and run spend-efficient campaigns that limit wastage and ensure every campaign dollar drives maximum conversions.
The agency will also offer its clients in-house traditional media planning and buying services in collaboration with parent Nunn Media, as well as access to proprietary data planning and activation technology, Augment, and custom econometric modelling capabilities developed over the past six months.
Nick Lavidge, CEO, Alley Group, says the combined group will help businesses cut marketing spend through economic headwinds without compromising conversions.
“Australian advertisers wasted more than $5 billion on digital ads last year due to disparate service providers and a clear lack of targeting precision," said Lavidge.
"Since we were founded in 2014, it’s been part of our mission to ensure that every marketing dollar is efficiently spent and drives commercial impact.
"With economic challenges expected over the next 12 months, limiting media wastage has never been more important. With the current industry changes, successful customer acquisition & retention campaigns must be truly full-funnel and go beyond media.”
“In addition to strengthening up our full-funnel traditional and organic media services, we are excited to showcase our expanded capabilities outside media buying, such as creative optimisation and site personalisation that allows us to show the right ad to the right person at the right time.
"Given Alley Group’s track record, team and expanded capabilities, we can confidently say we’re one of the world’s leading agencies delivering customer acquisition and retention solutions to drive attributable financial outcomes.”
The initiatives follow a series of major client wins for Alley Group in Australia and the US, including software and IT solutions provider GoTo and video game publisher Bethesda Softworks.
Matt Nunn, Group CEO Nunn Media, said integrating the businesses creates a unique global offering in Australia and the US that will be further accelerated through organic development and strategically focused acquisitions.
“Bringing Alley Group and Innovate together is a natural next step in the Nunn Media group’s mid-term strategy following our acquisitions of the two businesses," he said.
"The move bolsters our position as Australia’s leading independent agency and ensures clients are provided the best and most effectively integrated marketing capabilities in market.”
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