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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in