Way To Blue (WTB), the global communications agency, today announces the acquisition of The Project Factory (TPF), the UK and Australian-based digital creative agency.
The all cash deal will bolster Way To Blue’s growing social and digital teams in London and quadruple the size of its Australian footprint. It also expands its TV revenues and introduces healthcare, public sector and publishing to its sector portfolio.
TPF’s UK team will move into WTB’s Clerkenwell offices immediately and WTB’s Australian team will take up residence in TPF’s Sydney offices in the coming months.
TPF director, Jennifer Wilson (pictured), will oversee both the UK and Australian operations for TPF and the company will retain its branding and identity. Guy Gadney and Annette Parry, founding Directors of TPF, will be stepping down as directors to pursue new ventures.
Wilson, executive director, The Project Factory, commented: “I can really see the synergy between the Way To Blue business and what TPF offers in the entertainment space. There is a wonderful fit that will really boost both companies in terms of our offer to market. I am excited about the next step in TPF’s evolution and the opportunities being a part of the Way To Blue Group will bring.”
Adam Rubins, CEO, Way To Blue, added: “TPF’s reputation in the television industry in the UK is second to none and we are delighted to bring that experience into the Way To Blue Group, enabling us to deliver on our strategic goals of expanding our TV business. In Australia, this acquisition will help expand our clients base outside of the existing WTB entertainment business and into healthcare, publishing and the public sector.
“It’s been a great year for Way To Blue, as we continue to grow in and outside the Entertainment Sector. This is our third acquisition in under 18 months and this, coupled with continued organic growth in our core business is helping us strive towards our vision of paid, earned and owned being fully integrated and under one roof, no matter the sector.”
Best known in the UK for being the social and content agency on ITV’s Downton Abbey and more recently, The Last Kingdom (through Carnival Films), TPF’s client list includes NBC Universal, Sony Pictures Television, Gogglebox, Channel 4, Hartswood Films, the BBC and in Australia, Channel 7, CSIRO, HCF, The George Institute, Network Ten, ABC and Australian Radio Network.
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]