Roobix acquires Titan Digital

Perth marketing agency Roobix has substantially expanded its customer base and staffing by acquiring the assets of Titan Digital for $3.5 million.

The combined business will have 35 staff in WA and a further 65 staff in Cape Town, where Titan had its production team.

The acquisition follows a downsizing of the Titan business, which previously had 30 marketing staff in Perth in its own right, according to the BNiQ database.

The combined business will rank alongside Bonfire as the state’s largest marketing agency.

It will be led by Roobix chief executive Melissa Strutt, along with chairman Norman Asch and chief financial officer Simon MacFarlane.

Mr Asch was previously an investor and executive at Titan, while Mr MacFarlane had been an adviser to Titan.

The acquisition was made through a new entity, Integrated Marketing Technology (IMT), which was established this month for the purpose of executing the deal.

Ms Strutt and Messrs Asch and MacFarlane own 51 per cent of IMT, with private investors owning the balance.

Former Titan chief executive Wayne Hughes and former chairman Bryan Hughes will not be involved in the business but senior executive Martin Purcell will continue in a sales and marketing role.

The change of ownership comes seven months after Ms Strutt bought out her co-founders at Roobix, Andrew Milner and Matthew Sullivan.

They are focused on listed IT company Cirrus Networks.

Roobix describes itself as a ‘martech’ services provider, bridging the gap between traditional marketing offerings and digital technology solutions.

“This is a key strategic acquisition for Roobix enabling our existing managed marketing service to scale with Titan’s existing 1,000+ customers,” Ms Strutt said.

"MarTech is the next generation of marketing for Australian businesses and this acquisition places us firmly as the national market leader.

“Roobix’s technology platforms are a game‐changer for businesses who demand measurable and quantifiable ROI.

“We look forward to providing existing Titan customers access to a complete 360‐degree marketing solution and proprietary software platforms to improve sales conversion and measurement.”