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A Melbourne-based digital marketing agency creating content for the likes of Woolworths (ASX: WOW), FortyWinks and VicRoads has bolstered its operations after acquiring Redline Digital Media for an undisclosed sum.
Bright Labs will absorb all Redline Digital senior staff members and contractors – a move that comes 11 months after the agencies initially partnered up to improve operational efficiency and consolidate their service offerings.
Founded in 2004 by Rishad Sukhia, Bright Labs boasts a range of services, including brand design, UX (user experience) design, digital marketing and film production. Since its inception, the company has helped deliver 300-plus projects and is industry-agnostic, serving clients that work in health, fast-moving consumer goods (FMCG), retail, construction, education and more.
According to Bright Labs, it helped its clients achieve more than $110 million in quantifiable online revenue in FY2021-22 via online lead generation, product sales and membership sign-ups.
"This acquisition is a fantastic opportunity to enhance Bright Labs' existing offering. Redline has a reputation for top-tier content and digital marketing strategy locally in Australia," Sukhia said.
"It allows us to upscale our digital marketing team, take advantage of new client opportunities, and extend our campaigns and technical execution across diverse channels for our clients."
Founded in 2014 by Damian Newton and Michelle Barnard-Marks, Redline Digital Media offers custom website development and creative design, marketing and digital strategy services.
The company’s client roster includes premium kitchen and bathroom brand Abey Australia, luxury real estate agency Biggin Scott, beauty brand BYS, storage service Kent Removals and TAFE course provider William Angliss.
Newton and Barnard-Marks will continue as Bright Labs’ client solutions director and new business director, respectively.
"There are strong parallels between both businesses, culturally and within our digital marketing skill sets,” Newton said.
“Michelle and I have loved growing the Redline brand, and we are excited to see what this acquisition will bring to the market.
The news comes two weeks after Sydney-based creative agency Connecting Plots purchased Two Gs in a deal that brings to the group a host of major clients including Amazon Prime Video, Mad Mex and Penguin Books Australia.
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