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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in