Dentsu Aegis Network today announces the acquisition of a majority share in digital marketing agency Search Factory. This is a strategic step in cementing iProspect’s leadership position in the country as the largest performance marketing agency, following the recent addition of Scorch in Melbourne and Sydney.

To be known as Search Factory│iProspect, the agency will become part of the existing global performance marketing agency iProspect, significantly boosting the scale and capabilities of iProspect in the Brisbane market.

Search Factory│iProspect will offer a full service digital solution, creating a new value proposition in the Brisbane market as it brings together both local and global talent and knowledge to deliver cutting edge solutions for its clients. The acquisition cements the position of iProspect as the largest performance marketing agency in Australia with more than 200 people nationally.

Search Factory was founded in 2011 by Nic Blair and is one of Brisbane’s leading search and performance agencies, now with 24 people led by Nic and co-owner and CEO Michael Bell (pictured right with Simon Ryan). It is a market leader in delivery of services including SEM, content marketing, content development, analytics and digital strategy.

Nic Blair will become director and Michael Bell the managing director of Search Factory│iProspect, reporting to iProspect ANZ CEO Dan Kalinski.

Simon Ryan, CEO of Dentsu Aegis Network ANZ, said, “Bringing Search Factory into the DAN group provides us with a unique opportunity to accelerate the growth of iProspect in Brisbane and further strengthen our offering for clients in the third largest metropolitan market in Australia.

“Search Factory represents growth, technology, data and access to talent all aligned to our strategic goals for DAN and will help ensure we are at the forefront of change in the market. The reputation and performance of the business under the leadership of Nic and Michael has been exceptional and I am pleased to welcome them and their team to DAN.”

Matthew Crook, chief strategy officer and CEO of performance & data for Dentsu Aegis Network ANZ, said, “Search Factory brings an enormous amount of experience and ideas to drive innovation both locally and for iProspect nationally, with huge opportunity for us to drive results in this growing field.

“Partnering with iProspect will allow Search Factory to integrate additional services into its remit which will bring it to the forefront of performance agencies in the Brisbane market.”

Michael Bell added, “Nic and I are very excited to bring our business into the Dentsu Aegis Network. With a number of highly successful and reputable brands operating within the network in Brisbane, our partnership creates a massive opportunity for us to progress and mature the local market.

“The reputation of iProspect precedes itself as a global powerhouse when it comes to performance marketing, and partnering them will allow additional services into our remit, which is a huge win for Search Factory, our clients and people.”