Ticketek Entertainment Group (TEG) has announced the launch of Ovation amp, marking the next evolution in integrated marketing – a full-service, data-led creative agency that unites expertise across media, digital, strategy, and storytelling within TEG.
Led by Larissa Best, general manager, Live Entertainment and head of Ovation amp, the team unites some of the Live Entertainment industry’s most experienced marketers, content specialists, and brand strategists, all dedicated to amplifying the connection between Artists, Fans, and Partners. Guided by TEG’s purpose, We Partner to Make Life Better Live, Ovation amp serves as both an in-house centre of excellence and a trusted creative partner to Promoters, Venues, and Touring divisions.
As it expands commercially, Ovation amp will collaborate with Promoters, Artists, and Brands to deliver world-class creative strategy, data-led marketing, and storytelling that delivers measurable results.
The strategic acquisition of Twenty3 Live, the specialist entertainment marketing division of Twenty3 Sport + Entertainment, further enhances TEG’s in-house marketing and digital capability in its Global touring portfolio.
Under the agreement, Twenty3 Live’s team of six music marketing professionals, led by long-time Marketing Director Edwina Tarrant, who joined TEG’s Melbourne office in early October. The move formalises a 17-year partnership between TEG and Twenty3 Live, during which the team has delivered highly successful marketing, media, and digital campaigns for many of Australia’s biggest concert tours, theatrical events, and exhibitions.
“We are delighted to formally welcome the Twenty3 Live team into TEG,” said Larissa Best, general manager, live entertainment and head of Ovation amp.
“This formalises a longstanding relationship with Twenty3 that has already delivered tremendous value over the years. Their skills and experience are second to none and having them within the TEG business ensures we continue to deliver best-in-class results for our Artists, Fans, and Partners. We are excited to build on their strong legacy and drive even more impact in the Live Entertainment space.”
Over nearly two decades, Twenty3 Live has been instrumental in supporting TEG Dainty’s touring success – executing campaigns for world-class acts including Bon Jovi, Eminem, George Michael, Miley Cyrus, Katy Perry, Andrea Bocelli, Bruno Mars, Guns N’ Roses, Queen, AC/DC, Phil Collins, Keith Urban, and Delta Goodrem, among many others.
The integration of the team represents a natural evolution for both organisations – allowing TEG to consolidate its marketing excellence under one roof, while enabling Twenty3 Sport + Entertainment to focus on its core offerings in strategic consulting, sponsorship management, event production, experiential and brand activations.
“We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades,” said John Tripodi, CEO of Twenty3 Group.
“Their transition to TEG is a testament to their dedication, consistent results and the trust they’ve built. For Twenty3, this milestone allows us to celebrate their success while focusing on the next phase of growth for our agency.”
Michael Leeds, managing director of Twenty3 Group, added: “This milestone represents an exciting evolution for our agency. We’re excited to see our colleagues continue their journey within one of Australia’s leading entertainment businesses, and the outstanding work of the Twenty3 Live team has been recognised by TEG as integral to their future growth.”
TEG confirmed that all current client campaigns and major tours managed by Twenty3 Live will continue seamlessly throughout the transition, with existing leadership and relationships maintained.
“We also look forward to continuing our enduring relationship with Twenty3 Sport + Entertainment as a preferred agency partner,” Larissa Best added.
