Claxon Makes Second Acquisition in 14 months, Strengthens Creative Capabilities

Article was originally published by Mumbrella on 8 April, 2024

Full-service indie agency Claxon has made its second acquisition in 14 months, procuring Gold Coast-based creative agency Embark.

In an effort to deepen its existing creative capabilities, the acquisition marks a major step in Claxon’s continued growth trajectory, according to founder and CEO Daniel Willis.

“I’m pleased to announce the deal with Embark, which further bolsters our already strong creative offering,” he said.

“This not only amplifies existing capabilities but enriches our market presence as we continue our own rapid growth.”

Embark, which was founded in 2003 by brothers James and Phil Coulson, has worked with some of Australia’s top brands, including Bartercard, BMW, Land Rover and NSW TAFE.

Willis said the creative agency’s culture aligns greatly with Claxon’s, which was an integral part of the acquisition decision.

“I’m looking forward to the energy and experience that the Embark team will bring to Claxon,” he said.

Embark will retain its own brand in the market but assume a co-branded position with all staff and clients remaining with the agency. The acquisition will strengthen Embark’s offering with true end-to-end marketing and advertising.

James and Phil Coulson will retail their roles as creative directors of Embark and will join Claxon’s senior leadership team.

James Coulson said the team is looking forward to starting a new chapter with Claxon.

“We’re joining forces because we think we’re a great match – what they’re great at fits perfectly with what we do, and vice versa,” he explained.

“This means we can offer even cooler stuff to our clients and provide our team with some amazing new opportunities.

“Claxon and Embark teaming up is all about taking things to the next level and making sure the future is as bright and exciting as possible for everyone involved.”

In January last year, Claxon acquired media agency Growe Media and promoted chief strategist Danny Molyneux to general manager shortly after.

Since then, it has made more senior appointments – Brian Collins joined earlier this year as head of growth, and Jake Kay-Lawson was promoted to strategy director, where he reports straight to Molyneux.

Just last month, Claxon was appointed as the digital performance agency of record for the global cosmetic clinic brand Sisu Clinic. It joins Binance, Dymocks Bookstores, Chempro, Accor Hotels and Polaris on the agency’s client roster.