Influencer marketing agency The Remarkables Group (TRG) has been acquired by Hoozu, a Sydney-based content creation company.
The sale will see TRG name retired and its managing director Natalie Giddings become Hoozu CEO. The current Hoozu chief executive Nathan Ruff becomes chief operating officer to focus on the agency’s technology products.
“Both our agencies have always understood that to stand still in this space means you get left behind,” Ruff says.
“This is a client-driven transaction as they look for agencies that have an inherent understanding of brands along with technology and how to get the best return of investment on campaigns.”
TRG was founded in 2012 with a focus on talent management. However, in 2017 Giddings was instrumental in refocusing the business to become an influencer marketing agency.
Giddings has led the company for more than four years after buying the remaining stake from founder Lorraine Murphy in early 2018.
Hoozu, founded in 2015, is a data-led content agency with a focus on conversion and data. Its clients include HelloFresh, Koh, and Universal Pictures.
The acquisition boosts Hoozu’s position as a full-service influencer marketing, technology, and social media business.
“TRG has always been a pioneer in the influencer space by setting the benchmark for best practice, always aiming to professionalise the industry as a whole by providing strategic direction and true collaboration with talent,” Giddings says.
“Joining forces with Hoozu is very exciting for me to ensure we keep delivering measurable impact for our brands. Hoozu is arguably the leading agency on ROI in influencer marketing. Their approach is to optimise the content and partnerships throughout the customer journey towards genuine ROI.
“This gives all of our clients a bird-eye view and access to talent we know convert commercially based on data. Based on the results we are able to produce; Influencer content should be at the heart of a brand’s paid social program.”
Hoozu’s team of 11 staff will be based across its Melbourne and Sydney offices.
Giddings adds that the merger also gives TRG access to Hoozu’s Next Gen audiences, with TRG traditionally targeting the grocery buyer space with clients such as Bunnings, Woolworths, and Xero.
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