Australian ticketing firm Ticketek Entertainment Group (TEG) has acquired Twenty3 Live, the entertainment marketing division of Twenty3 Sport + Entertainment and launched a new in-house creative agency.
TEG announced Tuesday (November 11) that it has bought Twenty3 Live‘s six-person team into its organization and established Ovation amp, which it describes as “a full-service, data-led creative agency that unites expertise across media, digital, strategy, and storytelling within TEG.”
Financial terms of the deal were not disclosed. The move formalizes a 17-year relationship between TEG and Twenty3 Live, TEG said.
Larissa Best, General Manager of Live Entertainment at TEG, will lead Ovation amp. The unit combines media, digital strategy, and content specialists who previously worked across different parts of TEG’s business.
Best said: “We are delighted to formally welcome the Twenty3 Live team into TEG. This formalizes a longstanding relationship with Twenty3 that has already delivered tremendous value over the years.”
“This formalizes a longstanding relationship with Twenty3 that has already delivered tremendous value over the years.”
Larissa Best, TEG
Added Best: “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.”
Twenty3 Live’s team, led by marketing director Edwina Tarrant, joined TEG’s Melbourne office in early October. The group has handled campaigns for tours by Bon Jovi, Eminem, George Michael, Miley Cyrus, Katy Perry, Andrea Bocelli, Bruno Mars, Guns N’ Roses, Queen, AC/DC, Phil Collins, Keith Urban, and Delta Goodrem, among others.
The acquisition allows TEG to consolidate its marketing operations under one roof. For Twenty3 Sport + Entertainment, the deal allows the agency to exit live music marketing and concentrate on strategic consulting, sponsorship management, event production, and brand activations.
John Tripodi, CEO of Twenty3 Group, said: “We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades.”
“For Twenty3, this milestone allows us to celebrate their success while focusing on the next phase of growth for our agency.”
John Tripodi, 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.”
“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.”
Michael Leeds, Twenty3 Group
TEG said all current client campaigns and major tours managed by Twenty3 Live will proceed without interruption during the transition.
Best said: “We also look forward to continuing our enduring relationship with Twenty3 Sport + Entertainment as a preferred agency partner.”
The acquisition of Twenty3 Live’s marketing team comes less than three months after TEG acquired New Zealand-founded ticketing and events discovery platform Eventfinda.
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