Merchantwise Group has acquired data, creative and performance marketing agency Jaywing, and digital product and UX specialist Frank Digital, as part of its plan to become one of Australia’s top five independent marketing and media agencies.
The deal is Merchantwise Group’s second acquisition in 2025 and its largest to date, doubling the size of the business. Backed by Sydney-based private equity firm Parc Capital, the group has reported more than 30% annual revenue growth over the past five years and continues to target acquisitions in Australia and overseas.
The addition of Jaywing and Frank Digital expands the group’s services to include AI-powered media, data strategy, performance marketing, UX/UI design and digital product development. The group now manages over $110 million in client media spend and licensing programs generating more than $500 million in annual retail sales.
“This is a transformative moment for our group. Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands,” Alan Schauder, group CEO of Merchantwise Group, said.
“By bringing them into the Merchantwise Group, we’re combining data, creativity, media and technology to deliver full-funnel solutions for some of the world’s most exciting brands. We’re now operating at a whole new level of scale, capability and impact and there is more to come.”
Tom Geekie, CEO of Jaywing and Frank Digital, added: “We’re incredibly proud of the business we’ve built in Australia over the past decade. Jaywing and Frank Digital have grown into highly respected, award-winning agencies in their own right. Merchantwise Group is the perfect new home to take this next step, as they share our passion for creativity, data and innovation.
“It will bring immediate benefit for our clients as we welcome an award winning social content, strategy and influencer team, a technical performance media team and additional creative resources.
“The backing of Merchantwise and Parc will also accelerate our AI journey, as we scale and invest in this space as a strategic priority. With their backing, the team is poised to unlock even greater growth and impact for our clients.”
Merchantwise Group’s brand management and licensing arm, Merchantwise and Asembl, represents brands across gaming, entertainment, FMCG and lifestyle, including Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo.
Jaywing works with clients including New Balance, Crocs, Myer, Intuit QuickBooks, a2 Milk, OES and InvoCare. Frank Digital’s clients include Meriton, City of Sydney, Merivale, Regional Australia Bank, Employment Hero and Sonder.
Schauder added: “The addition of Jaywing and Frank Digital gives us unmatched capability in data-led growth. We’re bringing together best-in-class talent from brand, content, performance, UX and data science, and that’s incredibly exciting for our clients and teams alike.”
The acquisition increases Merchantwise Group’s headcount to more than 145. Earlier in 2025, it acquired social media marketing agency The Social CliQ and user-generated content agency The Content CliQ.
In 2023, it added performance marketing and digital media agency RQ Media, and also owns creative marketing agency Three Scoops. Clients across the group include Fiji Airways, True Alliance, Healthylife and Disneyland Paris.
Merchantwise Group was advised by TalbotSayer and Greenmount. Jaywing Australia and Frank Digital were acquired from Jaywing UK, advised by SI Partners.
Top image: Alan Schauder and Tom Geekie