Socialites Group boosts offering with acquisition of Magnesium

Independent social media agency, Socialites Group, has boosted its business with the acquisition of Magnesium, a leading video content creation and accredited media agency.

The acquisition took effect on February 1 and Magnesium retains its name as part of the new arrangement.

Wendy Thompson, the founder of Socialites, and CEO Melanie Spencer say the acquisition was a carefully considered strategic move for the duo as it strengthens their stable of services to New Zealand and global APAC marketing teams, allowing them to deliver world-class video content and media across both digital and traditional channels.

The acquisition of Magnesium allows clients and brands to reach new heights with compelling storytelling and in-house design and video capabilities, while delivering commercial results with a superlative media team specialising in both digital and traditional media.

“I’ve always believed in the power of measurement and attribution,” says Thompson. “With Magnesium’s innovative TV attribution capabilities, we have the proficiency to provide even more powerful results for clients and brands across traditional and digital channels.”

Magnesium, founded by Cameron Houston in 2012, has a passion for driving commercial results, which has resulted in long-standing clients such as BUPA, Wattyl and WOOP. Houston and Group Account Director and co-owner, Carlene Managh, will remain at the business.

“The Magnesium team and I are thrilled to hand the mantle over to Socialites to continue to deliver the best-in-class campaigns,” says Houston. “Having watched and admired Wendy and Mel throughout their Socialites journey, I have no doubt that Magnesium is in very good hands.”

This is the third acquisition for Socialites Group having added influencer specialist company The Social Club in 2020 and Chinese marketing agency Flying Tiger in 2022. brands; Socialites, The Social Club and Flying Tiger. The Group is excited to welcome Magnesium to the family. 

Together, Socialites Group and Magnesium are poised to create great things for their clients and partners, combining two market-leading agencies in the country to create one powerful team that will continue to lead the industry and keep clients one step ahead.

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