Large independent full service media agency Pearman has acquired established media agency MediaSmiths.
Commercial details of the deal, the third acquisition for Pearman, haven't been revealed but eight staff will be added to the business.
Pearman started in 1996, billing itself as 100% Australian owned with the slogan "we treat your money as if it were our own" and MediaSmiths was founded in 2007 with the principle that "a trusted partnership with our clients is essential".
Industry players say the acquisition is part of a general consolidation in the industry with several media agencies looking for a merger or buy out.
The last major acquisition was in Octiober last year when independent media agency Nunn Media added performance agency Alley. It's Nunn's fourth acquisition since 2013 and its largest.
Dominic Pearman, managing director and founder of Pearman, says the combined businesses will offer a comprehensive suite of media and advertising services to clients.
“MediaSmiths has built a strong business over the past 15 years with terrific clients, and I have worked with Angela and Mike Smith for many years, including on the board of the Independent Media Agencies of Australia (IMAA)," he says.
"There is a strong synergy between both companies, which share the same ethos of nurturing transparent relationships.
“I’m delighted to welcome the entire MediaSmiths team to join the Pearman family, which will ensure continuity of service for MediaSmiths’ clients and further expand Pearman’s resources and expertise in media strategy, planning, buying, campaign management, digital marketing, data analysis and more."
Angela Smith, managing director and founder of MediaSmiths, said: “Our two companies have been working together for many years with a shared purpose and values.
"Pearman has been a valuable partner of ours and this is a fantastic opportunity for our clients who will continue to work with the same MediaSmiths staff, but enjoy greater access to resources such as Roy Morgan, OzTam, attribution modelling, and a bespoke Digital Dashboard.”
MediaSmiths recently announced it had been appointed to the media account of national homecare provider Just Better Care, one of the largest accredited providers in Australia.
Other MediaSmith clients inclujde Roche Group, ODOO (software), Gerard Malouf & Partners and around 25 others.
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