WOW Group merges Eden and MediaScience to deliver integrated marketing solutions

WOW Group has merged digital agency Eden with performance marketing specialist MediaScience, combining influencer marketing, cultural communications and campaign strategy with media buying, media planning and performance marketing capabilities.

Founded in 2020, Eden has grown to serve more than 30 active brands across sectors including telecommunications, eCommerce, nutrition, personal care, home appliances, automotive and fast-moving consumer goods (FMCG). The agency is supported by a team of more than 30 professionals with a combined 36 years of industry experience.

The merger is designed to help brands meet the growing need for integrated marketing solutions that deliver both cultural relevance and measurable business impact, combining MediaScience's expertise in digital media and performance marketing with Eden's strengths in integrated KOL services.

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The move comes as brands navigate increasingly fragmented consumer journeys and a rapidly evolving digital ecosystem that is reshaping how they engage audiences across platforms.

According to the company, market demand has shifted significantly in recent years. While awareness and virality remain important, brands are increasingly seeking campaigns that can demonstrate a clear contribution to business objectives.

"This merger not only strengthens the agency's capabilities, but also enables brands to benefit from more integrated and comprehensive communications solutions," said Marcia Julia, CEO of Eden, as quoted by Kompas.

Eden's approach blends creativity, local cultural insight and data-driven decision-making to develop digital campaigns. A key component of its offering is a direct-access influencer marketing model that enables brands to work with KOLs without intermediaries, helping streamline campaign execution while reaching audiences through a range of creator tiers, from celebrity influencers to micro, nano and community-based creators.

The agency also operates Influencer IQ, its proprietary KOL database platform, which maps influencers based on relevance, performance and campaign impact. The system is designed to support more precise, data-led talent selection and campaign planning.

Following the merger, Eden will be led by Julia as CEO. Throughout her career, she has overseen multiple award-winning and viral campaigns across sectors including FMCG and telecommunications, as well as major international events such as the Asian Games.

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