Interpublic Acquires Majority Stake In Milkmoney

Interpublic Acquires Majority Stake In Milkmoney

Octagon, a part of the Interpublic Group (NYSE: IPG), has acquired a majority stake in one of APAC’s leading branded entertainment and content production companies, Milkmoney.

Milkmoney will operate within the Octagon Sports and Entertainment Network, which consists of fellow sport, music and passion marketing agencies Octagon, FRUKT and Rogers & Cowan. Milkmoney will retain its ability to work independently with existing and future clients whilst being bolstered by the resources, experience and scope of the global network.

“Milkmoney is the very best at what they do. We’ve worked together for several years to deliver exceptional content for our clients,” said Octagon APAC managing director Ben Hartman. “Milkmoney has the vision and skills to continue evolving the power of Branded Content. They use expert storytelling and the latest immersive technology to engage fan passion and influence consumer behavior.”

Established in 2008 by Founder and Executive Producer Matt Taylor, Milkmoney develops content for brands including Red Bull, Disney Channel, Sony, Destination NSW, Diageo, Mastercard and Hyundai.

Octagon has partnered with Milkmoney on award-winning content campaigns over several years, including ANZ’s Global Tennis Series Your Game Your Way featuring world No. 1 Novak Djokovic; Unilever’s Dove Men+Care campaign Strength to Carefeaturing Wallaby David Pocock; and a recent Virtual Reality project Inside Anfield for Standard Chartered Bank and Liverpool Football Club.

“Milkmoney has global experience filming on all seven continents. By joining up with Octagon and IPG, we’ll be able to service our existing and new clients even better, no matter where the project takes us,” said Matt Taylor, Milkmoney founder and executive producer.

“Understanding how to integrate brands while still creating content that is entertaining is something we have worked hard on for the last nine years. Having ‘grown up’  through the emergence and boom of branded entertainment marketing, we have learned a lot about what works and what really connects with an audience while still delivering on objectives.”

Milkmoney has moved their Australian team to IPG’s regional hub in The Rocks, Sydney and are in the process of adding team members in London and Singapore. Taylor, along with the Australian team, will remain in their current roles.




Please login with linkedin to comment

milkmoney pinknews sponsorship

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]