Merchantwise acquires Jaywing & Frank Digital in record deal

Merchantwise Group has acquired Jaywing and Frank Digital, expanding its capabilities as an integrated marketing and media company in Australia.

The transaction, which represents the largest acquisition in the company's history, brings data, creative and performance marketing agency Jaywing, and digital product and UX specialist Frank Digital, under the Merchantwise umbrella. The commercial terms of the deal have not been disclosed.

Expansion strategy

This acquisition is the group's second major transaction in 2025 and its biggest to date. Merchantwise Group, supported by Sydney-based private equity firm Parc Capital, has reported over 30% annual revenue growth for five consecutive years. It continues to pursue further acquisitions as part of its expansion strategy both within Australia and internationally.

The addition of Jaywing and Frank Digital is intended to enhance Merchantwise Group's business scale, capabilities and service offering. Together, the combined group will now manage over AUD $110 million in client media spend and oversee licensing and consumer products programmes expected to generate over AUD $500 million in annual retail sales.

Capabilities and markets

Jaywing is known for its work in performance marketing, data strategy, artificial intelligence-powered media, and creative services, working with brands such as New Balance, Crocs, Myer, Intuit QuickBooks, a2 Milk, OES and InvoCare. Frank Digital, focusing on digital product development and UX/UI, has built digital assets for clients including Meriton, The City of Sydney, Merivale, Regional Australia Bank, Employment Hero and Sonder.

With this acquisition, Merchantwise Group aims to position itself as a top five independent marketing and media agency in Australia, consolidating end-to-end services across data analytics, creative strategy, digital experience, performance marketing, eCommerce, and brand management. This is expected to enhance its ability to deliver full-funnel customer solutions for a wide range of sectors, including gaming, entertainment, fast-moving consumer goods (FMCG), and lifestyle brands.

Alan Schauder, Group CEO of Merchantwise Group, said: "This is a transformative moment for our group. Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands. By bringing them into the Merchantwise Group, we're combining data, creativity, media and technology to deliver full-funnel solutions for some of the world's most exciting brands. We're now operating at a whole new level of scale, capability and impact and there is more to come."

Tom Geekie, CEO of Jaywing and Frank Digital, commented on the acquisition's significance for both agencies, stating: "We're incredibly proud of the business we've built in Australia over the past decade. Jaywing and Frank Digital have grown into highly respected, award-winning agencies in their own right. Merchantwise Group is the perfect new home to take this next step, as they share our passion for creativity, data and innovation.

"It will bring immediate benefit for our clients as we welcome an award-winning social content, strategy and influencer team, a technical performance media team and additional creative resources. The backing of Merchantwise and Parc will also accelerate our AI journey, as we scale and invest in this space as a strategic priority. With their backing, the team is poised to unlock even greater growth and impact for our clients."

Merchantwise Group's broader business covers global brand licensing, media, content, and experience. Alongside its licensing division Merchantwise and Asembl, the company manages portfolios for international brands such as Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo. The group also includes creative marketing agency Three Scoops, performance marketing and digital media agency RQ Media, social media marketing agency The Social CliQ, and user-generated content agency The Content CliQ.

With the integration of Jaywing and Frank Digital, Merchantwise Group's workforce has now doubled to more than 145 people. The company was advised on the transaction by TalbotSayer and Greenmount, while Jaywing UK, the former owner of Jaywing Australia and Frank Digital, was advised by SI Partners.

Schauder added: "The addition of Jaywing and Frank Digital gives us unmatched capability in data-led growth. We're bringing together best-in-class talent from brand, content, performance, UX and data science, and that's incredibly exciting for our clients and teams alike."

The latest move follows other recent acquisitions by Merchantwise Group, including The Social CliQ and The Content CliQ in early 2025, and RQ Media in 2023.