Integration Strengthens Australian Firm Jaywing

Media and marketing group Merchantwise is integrating two of its subsidiaries, RQ Media and Three Scoops, into a third - data, creative and performance marketing agency Jaywing - which will now boast a headcount of 110 across three Australian cities.

Merchantwise Group has offices in Melbourne, Sydney, Adelaide, London, The Hague, Shanghai and Hong Kong, and is backed by Sydney-based private equity firm Parc Capital. The firm acquired two sister companies in August this year: Jaywing, which offers brand strategy, creative, customer prediction, insight and AI, PR and advertising services; and Frank Digital, which is known for building web sites, apps and platforms across government, education, and consumer sectors, with a focus on UX optimization.

The group says the latest integration brings together complementary expertise across media, performance and creative, further expanding Jaywing's capabilities and redefining its positioning to operate across three interconnected growth pillars: Brand, Experience, and Performance, the last of which focuses on driving measurable growth tied directly to business outcomes.

Jaywing is led by CEO Tom Geekie (pictured), who comments: 'Clients are looking for partners who can connect the dots between brand, experience and performance and prove the impact of every decision. By bringing RQ Media and Three Scoops into the Jaywing family, we're combining data-led strategy with creativity and media execution under one roof. For our clients, that means deeper insight, faster optimisation and more cohesive growth strategies powered by a shared foundation of data and technology.' The firm says additional senior appointments will be announced in the coming month.

Both RQ Media and Three Scoops will continue to operate as their own brands.

Web sites: www.jaywing.com.au and www.merchantwisegoup.com .