Assembled Group announced at its launch party that it will continue investing in new business and expanding the group in response to the increasing number of clients to consolidate its marketing campaigns.
"originally-published" Originally published in Mediaweek, April 1, 2022
The specialist group, comprised of 11 marketing agencies, celebrated its official launch in Melbourne on Thursday.
Craig Hart, assembled group executive chairman, told clients and agency representatives at the event that client organisations are increasingly seeking discipline experts who work collaboratively on the challenges and opportunities of their clients’ businesses.
He said: “Clients always know what they are trying to achieve, but they often don’t know exactly which marketing levers they will need to pull to get there.”
“They may for example specifically seek out an advertising approach, whereas in actual fact the project may be more effective or efficient if engaging PR or digital marketing or social marketing initiatives.
“The problem with today’s fragmented marketing landscape is how hard it makes it for clients to find best practice experts who work together in harmony with other agencies,” he added.
Assembled Group has grown from an initial investment in advertising agency Halo two years ago, to now comprise 11 specialist marketing agencies that work independently, and where appropriate, collaboratively, to deliver the best possible outcome for the client.
Hart said: “Having worked for large groups of agencies before in Omnicom and Photon Group, it was clear that there was no point in forming just another group unless it could demonstrate and deliver some palpable points of difference for our clients and our agency members.”
While Assembled holds a strategic shareholding in each member agency, the Group doesn’t think like, and therefore doesn’t act like, a “holding company.”
Hart said the new business model provided agencies with a multitude of benefits they wouldn’t typically get from a traditional agency structure.
“It allows us to support our agencies to find a truly differentiated position that can help them attract, develop and retain key talent, while providing clients with more efficient and effective services,” he said.
Assembled Group is continuing to look towards future expansion and development.
“We are currently in discussion with some Sydney agencies to support clients’ national campaigns in areas such as content creation,” Hart said.
“Where it makes sense, and we can provide a relevant solution to our clients’ challenges or opportunities, we will continue to expand by acquisition as well as organic growth.”
The 11 agencies that make up assembled include Catalyst, Developed., Insight LED, Media Sociale, the retail agency, Davidson WeGrow, NewsFlash Media Training, Halo Agency, Assembled Media, Next Brand and [narrative].
