AUSTRALIA - Octagon, a part of the Interpublic Group (IPG), has acquired a majority stake in branded-entertainment and content-production company Milkmoney.
Milkmoney will operate within the Octagon Sports and Entertainment Network, which also includes Octagon, FRUKT and Rogers & Cowan.
Established in 2008 in Australia by founder and executive producer Matt Taylor, Milkmoney develops content for brands including Red Bull, Disney Channel, Sony, Destination NSW, Diageo, Mastercard and Hyundai.
Milkmoney has moved its Australian team to IPG’s regional hub in The Rocks, Sydney, and is in the process of adding team members in London and Singapore. Taylor and the other members of the Australian team will remain in their current roles.
The company 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, it said.
In a statement, Ben Hartman, Octagon's APAC managing director, said Milkmoney has “the vision and skills” to continue evolving the power of branded content.
“Milkmoney is the very best at what they do. We’ve worked together for several years to deliver exceptional content for our clients,” he added. “They use expert storytelling and the latest immersive technology to engage fan passion and influence consumer behaviour.”
Octagon has previously partnered with Milkmoney on content campaigns over several years, including ANZ’s tennis series 'Your Game Your Way', featuring Novak Djokovic; Unilever’s Dove Men+Care campaign 'Strength to care', featuring Wallaby David Pocock; and a recent virtual reality project, 'Inside Anfield' for Standard Chartered Bank and Liverpool Football Club.
Taylor said that by joining Octagon and IPG, the company will be able to service existing and new clients even better.
“Understanding how to integrate brands while still creating content that is entertaining is something we have worked hard on for the last nine years,” he added. “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.”