WPP continues to build agencies with expanded capabilities and global reach through mergers.
Designworks Group’s full service digital agency in Auckland, Union Digital, has joined with fellow WPP AUNZ digital agency, DT, the region’s largest creative technology group.
Union will adopt the DT brand and begin offering the group’s New Zealand clients a vastly expanded set of specialist digital marketing capabilities, including certified expertise across all major enterprise platforms such as Adobe, Sitecore and Kentico.
The combined agency will have access to DT’s full array of proprietary IP, analytics capability and team of more than 250 employees across its Sydney, Melbourne and Singapore offices.
This follows DT’s recent partnership with the AKQA network and Designworks’ merger with Landor in Australia.
UPDATE: WPP’s Landor & Designworks become one: Behind the merger with Landor MD, Dominic Walsh
Designworks group chairman and WPP AUNZ’s country manager in New Zealand, Sven Baker, noted, “DT’s vast experience, specialist enterprise offering and AKQA partnership will bring a raft of exciting new benefits to clients, staff and partners in New Zealand.
“This move brings together two well established and successful businesses and provides an ideal opportunity to build on the impressive double digit growth Union has achieved since joining the group in 2015.
“The two agencies are very compatible,” Baker added, “work well together and have already proven the strength of the partnership, so formalising the relationship and trading under the DT brand is the logical next step.”
DT chief executive officer, Brian Vella, commented, “This is a natural fit given we are so philosophically aligned. DT brings 20 years of IP to the table, with Union and Designworks bringing great local presence and reputation. The 30 plus, strong Union team, led by founders Matt Townsend and Richard Wright, have built an impressive business with a quality client roster and we are excited about what our combined capability mix can bring to the NZ market.”
DT’s Damien Brown has relocated from Melbourne to Auckland to take up the role of managing director. Matt Townsend and Richard Wright will lead the agency’s strategy and technology optimisation offerings respectively.
DT’s senior leadership team, led by chief executive officer, Brian Vella will work with DT management in New Zealand to support growth and secure new opportunities. Sven Baker will continue in the role of chairman.
Vella concluded, “We know NZ clients are demanding more powerful marketing technologies, personalised engagement and richer brand experiences. Together we’ll be in an even stronger position to deliver this.”
