Merchantwise makes biggest acquisition yet with Jaywing and Frank Digital

Merchantwise Group has made its largest move to date, acquiring award-winning data, creative and performance agency Jaywing and digital product and UX specialist Frank Digital in a deal that doubles its size and scale.

The acquisition, backed by private equity firm Parc Capital, accelerates Merchantwise’s push to become a top five independent marketing and media company in Australia. It follows the February purchase of social media agencies The Social CliQ and The Content CliQ, and the 2023 addition of performance marketing agency RQ Media.

Merchantwise Group CEO Alan Schauder called the deal “a transformative moment” for the business.

“Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands. By bringing them into the Merchantwise Group, we’re combining data, creativity, media and technology to deliver full-funnel solutions for some of the world’s most exciting brands,” Schauder said. “We’re now operating at a whole new level of scale, capability and impact - and there is more to come.”

Jaywing and Frank Digital CEO Tom Geekie said the deal brings immediate benefits for clients.

“Merchantwise Group is the perfect new home to take this next step, as they share our passion for creativity, data and innovation,” said Geekie. “The backing of Merchantwise and Parc will also accelerate our AI journey, as we scale and invest in this space as a strategic priority.”

Founded in brand licensing, Merchantwise represents some of the world’s most recognisable IP, including Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo. The group now manages over $110 million in media spend and licensing programs generating more than $500 million in annual retail sales.

Jaywing partners with brands such as New Balance, Crocs, Myer, Intuit QuickBooks, a2 Milk and InvoCare, while Frank Digital builds websites, apps and platforms for clients including Meriton, The City of Sydney, Merivale and Employment Hero.

The combined headcount now exceeds 145, with expanded capabilities across AI-powered media, data strategy, UX/UI, e-commerce optimisation, paid media, SEO and creative strategy.

Merchantwise was advised by TalbotSayer and Greenmount. Jaywing UK, the seller, was advised by SI Partners.