Another digital marketing agency gets acquired by ICT consulting group

Acquisition of Bang Australia by Nextgen is the latest in a stream of digital and marketing services agencies acquired locally and globally by consulting houses

Nextgen group CEO, John Walters (left) with Bang Australia's MD, Martin Mason
Nextgen group CEO, John Walters (left) with Bang Australia's MD, Martin Mason

Yet another digital marketing agency has been snapped up, this time by IT integrator and services provider, NextGen.

Bang Australia, which was established in 2001 and focuses on communications and digital marketing services with an emphasis on the ICT channel, has been acquired by Nextgen for an undisclosed sum. In a statement, the companies said the move to integrate Bang’s capabilities into the Nextgen portfolio would bolster the latter’s capability to asset IT vendors and partners build sustainable businesses.

Bang founder and managing director, Martin Mason, told CMO the pair had been working together for three years following the launch of Nextgen’s marketing services arm, Nextgen Create, and saw an opportunity to join forces officially.

“Becoming a more integrated part of the group enables us to provide a more sophisticated set of solutions that embrace marketing through to sales,” he said. “ And of course, we’re also excited to continue working with our clients outside the IT sector, who range from not-for-profits to city councils.”

Mason added about 30 per cent of Bang’s total business sits outside the ICT realm. On the ICT front, clients include Cisco, Microsoft, Fujitsu and IBM.

Under the acquisition, Bang and its 15 staff will remain as a standalone entity with its own branding, recognised as part of the wider Nextgen group.

Nextgen group CEO, John Walters, said the move was about ensuring the company’s position in a fast-changing and evolving IT environment. Nextgen is among a new breed of channel players leading with a services and consulting bent, and calls itself an “IT aggregator and facilitator”.

“Bang is a serious and well-respected strategic marketing player, and this partnership is the next stage in that journey, adding scope and depth to our current digital marketing service, Nextgen Create,” he said. “This allows us to bring yet further value to both our vendor and channel partners at a time when their ability to connect with customers digitally is more important than ever.”

Nextgen GM of digital and marketing services, Scott Caulfield, added the deal allowed Nextgen to connect the dots through from marketing to sales performance and placed the integrator at the centre of vendor and partner relationships. As part of the deal, Caulfield joins Bang as COO.

“These insights and data analytics will also enable more reliable predictive modelling around trends in the IT ecosystem,” he said.

There has been a flurry of agency acquisitions in recent years as consulting houses and ICT integrators alike look to shore up their position in the digital and marketing services space.

Among the most recent acquisitions are Accenture’s purchase of creative and design agency, The Monkeys, along with digital agency, Reactive Media, Deloitte’s acquisitions of both digital communications player, The Explainers and martech integrator, Cinder Australia, and KPMG’s acquisition of market insights firm, Acuity Research and Insights.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

 

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in