Merchantwise Group has acquired data, creative and performance marketing agency, Jaywing, and digital product and UX specialist, Frank Digital.

The acquisition is Merchantwise Group’s second major purchase in 2025, third in the past three years, and is promoted as the “largest and most transformative” to date, doubling the size and scale of the business.

Backed by Sydney-based private equity firm Parc Capital, the group says it has delivered over 30% revenue growth annually for five consecutive years and is actively pursuing acquisitions to drive future expansion in Australia and internationally.

Merchantwise Group CEO Alan Schauder says this is a transformative moment for the group.

“Jaywing and Frank Digital are powerhouse agencies that work with major Australian and global brands,” he says.

“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.”

Jaywing and Frank Digital CEO Tom Geekie says Merchantwise Group is the perfect new home to take the next step.

“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,” he says.

“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 is promoted as a leading independent brand licensing agency in Australia and New Zealand, with the brand management and licensing division, Merchantwise and Asembl, representing a portfolio of the world’s “most iconic” brands across gaming, entertainment, FMCG and lifestyle including Minecraft, SEGA, Activision Blizzard, Xbox, Hasbro, Sony Pictures, Rip Curl, Coca-Cola, Unilever and Diageo.