Advertising entrepreneur Dalton Henshaw is expanding his media empire into public relations and early-stage investment with the creation of investor-operator company Rally, which has acquired his own ads agency Bullfrog and PR firm Character + Distinction (C+D) in the process.
The two acquired businesses will retain their existing brands under the deal, which is on undisclosed terms and brings more than 40 staff under the one roof.
Henshaw describes Rally as an operator-investor hybrid designed to build, scale, and invest in businesses that stand the test of time.
"We believe the next generation of outperforming businesses will be those that monetise cultural capital, build brand-driven moats, not performance-led funnels; and compound through creativity, data, intelligence and distinctive execution," he says.
The unified group highlights the longstanding client and founder relationships that Character + Distinction is known for with "ownable moments" as a strategic communications and PR advisory, while Bullfrog helps brands grow through "proprietary intelligence to drive evidence-based growth decisions and execute with distinctiveness".
"Rally is built on the belief that creativity and capital aren’t opposites, they’re force multipliers. By operating as both investor and operator, we’re creating a platform where brand, data, and growth expertise compound together," Henshaw says.
"Bullfrog and C+D each bring a distinct capability, but together they demonstrate what happens when discipline meets imagination. This is how businesses are built to last."
Henshaw is the only listed shareholder and director in Rally Pty Ltd, but Character + Distinction's Annie Carroll, Sarah Green and Kate Dinon are all partners in the new group.
Dinon, who co-founded Character + Distinction in 2017, is excited that this next phase with Rally will allow the company to focus on its strengths, and continue to grow and support its clients.
"C+D has always been about working with ambitious founders and teams to help them realise their ambitions," Dinon says.
"Rally gives us the platform and backing to scale our impact, while staying true to what makes us distinctive, which is our depth, integrity, and long-term partnership approach with our clients."
With Henshaw now leading Rally, Bullfrog has also appointed Kim Anderson, former chief marketing officer at FIFA Women’s World Cup Australia, as its CEO.
"Bullfrog’s evolution into a modern growth company, powered by a progressive model that unites data, creativity and community, will be further accelerated through Rally’s support," Anderson says.
"Together, we are positioned to unlock category-defining, sustainable growth for our clients."
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