Ticketek Entertainment Group (TEG) has introduced the launch of Ovation amp, a marketing firepower.
After the acquisition of Eventfinda, New Zealand based ticketing platform and expanding their leadership capabilities earlier this year.
This new full-service, data-led creative agency curated to elevate the company’s in-house marketing and storytelling capabilities.
The move coincides with TEG’s acquisition of Twenty3 Live, the specialist entertainment marketing division of Twenty3 Sport + Entertainment, further expanding the group’s creative and digital expertise.
A new era
Led by Larissa Best, General Manager, Live Entertainment and Head of Ovation amp, the new agency brings together a team of veteran marketers, content specialists and brand strategists dedicated to strengthening the connection between artists, fans and partners.
Ovation amp operates as both an in-house centre of excellence and a commercial creative partner for promoters, venues and touring divisions, with services spanning data-led marketing, strategy and storytelling.
“This formalises a longstanding relationship with Twenty3 that has already delivered tremendous value over the years. Their skills and experience are second to none and having them within the TEG business ensures we continue to deliver best-in-class results for our Artists, Fans and Partners.
“We are excited to build on their strong legacy and drive even more impact in the Live Entertainment space,” she said.
Strengthening in-house expertise through acquisition
As part of the expansion, Twenty3 Live’s six-member music marketing team, led by long-time Marketing Director Edwina Tarrant, joined TEG’s Melbourne office in early October.
The move formalises a 17-year collaboration between TEG and Twenty3 Live, which has delivered campaigns for some of the world’s biggest concert tours and live events, including Bon Jovi, Eminem, Katy Perry, Bruno Mars and AC/DC.
The integration consolidates TEG’s marketing capability under one roof while allowing Twenty3 Sport + Entertainment to focus on its core areas such as strategic consulting, sponsorship and brand activations.
“We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades,” said John Tripodi, CEO of Twenty3 Group.
“Their transition to TEG is a testament to their dedication, consistent results and the trust they’ve built. For Twenty3, this milestone allows us to celebrate their success while focusing on the next phase of growth for our agency.”
Michael Leeds, Managing Director of Twenty3 Group, added: “This milestone represents an exciting evolution for our agency. We’re excited to see our colleagues continue their journey within one of Australia’s leading entertainment businesses, and the outstanding work of the Twenty3 Live team has been recognised by TEG as integral to their future growth.”
TEG confirmed that all current client campaigns and major tours managed by Twenty3 Live will continue seamlessly during the transition, with leadership and client relationships retained.
“We also look forward to continuing our enduring relationship with Twenty3 Sport + Entertainment as a preferred agency partner,” Best said.
Main image: Larissa Best