Independent digital media agency, 100% Digital, has announced former cognitive AI company Sqreem executive, Calvin Pinnegar, as its new equity partner.
Joining founder and managing director Ben Mulcahy as an equal equity partner, Pinnegar will spearhead the launch of 100% Digital’s Melbourne office.
The pair brings a long-time working relationship to the new partnership, having combined their expertise and client base at Melbourne advertising technology agency, Trade Indy, where Mulcahy was NSW commercial director, and Pinnegar was head of trading. The agency was sold to Singapore IT company, Sqreem, in 2024 and Pinnegar became group VP of media operations.
The indie consists of a team of performance digital media experts, offering campaign strategy, management and reporting with particular expertise in the ecommerce, technology, property, finance and FMCG client categories. Its clients include City Perfume, Bell Shakespeare Theatre and coffee roasters, The Little Marionette, among others, as well as white labelling digital services to agencies across the Asia Pacific region.
Pinnegar joins 100% Digital with more than 15 years’ digital experience, with skills in programmatic, digital strategy, integrated marketing, advertising and ecommerce. The partnership will also see the agency appoint several new service heads to support its plans for a global footprint, including its 30-strong staff.
“I am excited to be joining forces with Calvin. This partnership is great news for our clients, our people and our growth plans, combining our tech stack and our resources to develop an expanded footprint and our complementary skill sets,” said 100% Digital founder Ben Mulcahy.
“Calvin and I have a strong background of working together and a shared vision for growth both here and internationally. Combining our resources and building a bigger group allows us to provide a much stronger product for our clients via a larger team and deeper skills.”
“Joining Ben at 100% Digital pairs my operational experience with Ben’s commercial instincts. From a partnership perspective, our complementary skills bring together our almost four decades of digital and media experience and will help us build a bigger, better company than either of us could on our own. I’m excited for this next chapter for 100% Digital,” concluded Calvin Pinnegar.
