Interpublic Acquires Majority Stake In Milkmoney

Interpublic Acquires Majority Stake In Milkmoney
SHARE
THIS



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

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Clems Melbourne Snares Charlotte Stevens To Head Myer Business
  • Advertising

Clems Melbourne Snares Charlotte Stevens To Head Myer Business

Clemenger BBDO Melbourne has announced Charlotte Stevens as group business director, leading the Myer account. Stevens is returning home to Australia following a decade in London, most of which was spent at Portas Agency. During her time in London, Stevens led Sainsbury’s fashion, homeware and beauty portfolios and worked across a range of retail accounts […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Young woman watching TV in the room
  • Partner Content

Household Targeting’s Role In The Cookieless Future

In this piece, Tim Sleath, VP of Product Management at VDX.tv, discusses household targeting’s role alongside other identity solutions and how advertisers can create an effective household strategy for their campaigns. As the advertising industry plans for the removal of third-party cookie support and moves toward adopting more privacy-centric solutions, marketers will need to identify […]

Partner Content

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]