AI Cloud provider IREN has acquired creative and media agency Awaken, who specialise in content strategy and brand development for high-growth companies, to support global brand growth.
As part of the transaction, Awaken will cease independent operations and senior members of the team will join IREN under executive employment agreements, including founder and CEO Chris Parker, who will lead IREN’s brand and marketing strategy.
Awaken has served as IREN’s lead external marketing partner, supporting the Company’s AI Cloud growth initiatives.
Bringing the team in-house reflects IREN’s focus on strengthening brand awareness as IREN expands into new regions and customer segments.
As IREN scales across North America, Europe and APAC, the Awaken team will play a central role in building a globally recognized brand and ensuring IREN’s market positioning keeps pace with its growing platform and customer base.
Daniel Roberts, co-founder and co-CEO of IREN, commented: “As we expand across new geographies and customer segments, brand awareness and customer engagement become increasingly important. Chris and the Awaken team have been trusted partners to IREN for some time, and bringing those capabilities in-house was a natural next step as the platform continues to scale.”
Parker added: “IREN has built a differentiated platform and a strong foundation for growth. I’m excited to join the IREN team and help elevate our brand and reach to match the scale of what we are building.”
Continuing to deliver on the high standards set by Awaken, This Is Flow will take over media planning and buying of clients like Proximo, Amazon Ring, Fuji Film, Panasonic and Opal Health Care.
Jimmy Hyett, CEO of This is Flow, said: “Welcoming Awaken’s media clients and the team into the agency, is a really exciting moment for us. With such a strategic alignment in how we work, our values, and the passion we share, makes the process so enjoyable. There’s already such a high standard of work these clients have come to expect, and now both clients and staff can experience new tools, technology and even more scale behind them, to elevate this even further.”
Awaken’s influencer and creative practice will continue to operate under members of the existing team, retaining the agency’s challenger brand focus.
