UK digital marketing agency Brainlabs has acquired Australian independent media agency Sparro, founded by brothers Morris and Cameron Bryant.
Commercial details haven't been revealed.
Sparro has a team of more than 110 and handles $200 million of annual media spend for clients including Estée Lauder Companies, Catch, Temple & Webster, Petbarn, Webjet and Destination NSW.
The deal includes social-first content and creative agency Jack Nimble, run by founders Angus Mullane and Adam Wise, which Sparro bought in 2021.
“The indies have been scaling to levels of staff, service and capabilities where we’re able to genuinely challenge the traditional holding groups," says Cameron Bryant, co-founder and Partner at Sparro.
"Brands are crying out for proactive, smart, hands-on marketing partners. More and more, they want those partners to be operating to business-level objectives and not just digital KPIs.
"This acquisition plays perfectly into that. It extends Brainlabs’ significant international presence to further strengthen its appeal to global advertisers, and it enables us to offer clients international coverage, not to mention the incredible career opportunities for our people.
"We already know we’re the market leader in performance, and together, we can provide greater depth, services and technology that sets us even further apart.”
Daniel Gilbert, Brainlabs Global CEO, says he loves Sparro.
"As we ramp up our global expansion plans I couldn’t be happier to officially welcome them to Brainlabs," he says.
"Morris and Cameron are outstanding leaders who have built a remarkable business!
"This union signals a new era for media agencies and offers something ground-breaking for the Australian market. Like us, Sparro is fiercely independent and laser-focused on high-performance media solutions, consistently delivering top and bottom line gains for their clients.
"Our combined power of the smartest minds, and tech and data-driven methodology is truly unbeatable.”
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.