Matthew Miller
Aug 8, 2018

Trimantium GrowthOps acquires APD

The merged company will provide "non-overlapping and complementary" services and have a higher profile across Asia.

Trimantium GrowthOps CEO Paul Mansfield
Trimantium GrowthOps CEO Paul Mansfield

Australia-based Trimantium GrowthOps has acquired Singapore-based Asia Pacific Digital (APD).

The acquisition, according to the company, will result in an expanded service offering, a deeper footprint in Asia Pacific, increased scale that will allow the merged company to compete with larger global service providers, and cost efficiencies resulting from from "the removal of APD company listing costs as well as other run-rate cost synergies".

“We continue to be impressed with the depth of skills of APD’s people and the resulting opportunities that we see for collaboration and cross-selling across the two businesses," GrowthOps CEO Paul Mansfield said in a release. "APD brings to GrowthOps a non-overlapping and complementary set of services as well as a higher profile across Asia. The acquisition makes a lot of strategic sense for us, and we are excited to see what we can do together.”

The combined company will employ more than 500 people in nine cities in six countries. Trimantium GrowthOps has offices in Melbourne, Brisbane, Sydney, Singapore and Hong Kong. It describes itself as an "entrepreneurial advisory and operations partner" and lists capabilities including management consulting, technology, advertising and creative, analysis of market threats and opportunities, positioning and brand strategy, and marketing communications.

APD employs 300 people in offices in Singapore, Auckland, Melbourne, Sydney, Manila and Kuala Lumpur. It lists areas of expertise including digital transformation strategy, customer experience design, customer engagement, technology builds, and digital marketing.

As for the APD brand, a spokesperson said it "will continue and when appropriate, like all GrowthOps businesses, we will move to a single brand".

The spokesperson said Trimantium GrowthOps could not comment now on whether offices will be combined or whether any redundancies are expected to result from the acquisition.

Trimantium GrowthOps acquired 96.72% of APD's fully paid ordinary shares as of the close of its
off-market takeover offer yesterday, and will now proceed to "compulsorily acquire" all remaining Shares, according to the statement.

Related Articles

Just Published

4 hours ago

Kraft Heinz CMO: Ecommerce 'a hit to profitability'

As ecommerce retailers undercut each other with discounts, brands' profit margins are becoming squeezed.

4 hours ago

The often-hidden costs of in-house agencies

The founder and CEO of marketing consultancy TrinityP3 uses a side-by-side comparison to dig into the costs you might not have considered.

5 hours ago

Ice cream anime: Magnum tells 'pleasure tales'

The Unilever ice cream brand debuted two lovely little animated films at Sydney's Japanese Film Festival.

7 hours ago

Is the whole greater than the sum of its parts for ...

AGENCY REPORT CARD: As Zenith, Starcom and Spark Foundry meld together under the group's 'Power of one' philosophy, we grade them as one entity for the first time.