Experiential agency Motion acquires creative shop TRIAD

Experiential and sensory design agency Motion: For Impact has acquired Singapore-based creative agency TRIAD as it looks to bring digital marketing, content strategy and physical brand experiences under one offering across APAC and the Middle East.

The acquisition will see TRIAD’s content strategy and digital communications capabilities integrated into Motion’s existing practice, adding creative direction, art direction and senior content strategy teams to its offering.

Motion said the deal comes as brands increasingly look to connect campaign storytelling across digital channels with physical and sensory experiences, rather than treating the two as separate disciplines.

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The combined agency will work across strategy, narrative, content, experience and sensory design, taking clients through the brand journey from initial strategy to execution across physical and digital touchpoints.

The acquisition will immediately service existing client portfolios across both agencies, spanning sectors including aviation, tourism, hospitality, finance, FMCG and technology.

Founded more than 22 years ago, Motion operates across Singapore and Asia Pacific, with its Motion Sensory consultancy covering Singapore, APAC and the GCC. Its practice spans content and communications, events and spaces, and people and culture.

TRIAD, founded and led by managing director Selene Chin (pictured left), brings close to three decades of industry experience across content strategy and digital communications. The agency has worked with clients across FMCG, B2B and technology.

Motion said the acquisition will expand its creative bandwidth while allowing the agency to offer clients a more connected approach across digital storytelling and physical experiences.

Juliana Mattar (pictured right), founder and CEO of Motion, said the agency’s next phase of growth across Asia and the Middle East required deeper capabilities spanning design, storytelling and marketing strategy.

“Strategy, narrative, content, experience, the senses, action. A brand shouldn’t have one story online, another at an event, and another in the physical and digital spaces where stakeholders encounter it,” she said.

Mattar added that the deal was about bringing together capabilities that increasingly need to work alongside each other.

“We’re not simply becoming bigger; we are becoming more complete,” she said.

For TRIAD, Chin said the agency’s work had historically been weighted towards digital, with physical activations and trade events forming a smaller part of its remit. The acquisition would also give TRIAD’s team greater exposure to specialists across physical experience and design.

“Motion’s entire practice is built around sensorial, physical experiences. Put those two together, and a brand’s story no longer breaks at the point it leaves a screen and enters an environment,” she said.

“By bringing digital narrative and physical design together under one roof, our people sit next to specialists on the other half of the discipline,” added Chin.

Motion’s acquisition comes amid a series of agency deals in the region as groups look to bring complementary capabilities under one roof. Yesterday, MARKETING-INTERACTIVE reported that Singapore-headquartered Brew Group had been acquired by global marketing group Cosmo5, bringing Brew’s creative, performance marketing, SEO, GEO, content and social capabilities into Cosmo5’s wider international network.

Earlier this month, Mongoose merged with brand experience agency Bray Leino Events, combining sports, entertainment and experiential expertise with live events and exhibitions across APAC.

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