Octagon, a part of the Interpublic Group, has acquired a majority stake in one of branded entertainment and content production companies, Milkmoney. Established in 2008 by founder and executive producer Matt Taylor, Milkmoney develops content for brands including Red Bull, Disney Channel, Sony, Destination NSW, Diageo, Mastercard and Hyundai.
Milkmoney will operate within the Octagon Sports and Entertainment Network, which consists of fellow sport, music and passion marketing agencies Octagon, Frukt and Rogers & Cowan. Milkmoney will retain its ability to work independently with existing and future clients whilst being bolstered by the resources, experience and scope of the global network.
Milkmoney has moved their Australian team to IPG’s regional hub in The Rocks, Sydney 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.
“Milkmoney is the very best at what they do. We’ve worked together for several years to deliver exceptional content for our clients,” said Octagon APAC managing director, Ben Hartman. “Milkmoney has the vision and skills to continue evolving the power of branded content. They use expert storytelling and the latest immersive technology to engage fan passion and influence consumer behavior.”
Octagon has partnered with Milkmoney on several content campaigns over several years, including ANZ’s global tennis series your game your way featuring 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,” said Matt Taylor, Milkmoney 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,” Taylor added.