Aussie digital marketing agency RedPandas acquired by US firm Impact

Sydney-based digital marketing agency RedPandas has been acquired by US sales and marketing training company Impact for $15 million.

RedPandas said the deal would bolster its full-service digital capabilities, sales training and specialist HubSpot offering to its customers across Australia and Asia-Pacific.

“RedPandas was always about doing things differently. The traditional agency methodology was broken for me, with agency Account Managers taking on too many clients and expected to deliver on value. The average digital marketing agency is slow, terrible at creating client content and fails at trying to juggle too many clients at once,” RedPandas chief executive Moby Siddique said.

“We took the standpoint to do our jobs so well for our clients that they eventually wouldn’t need us anymore. That’s what is happening now, with many of our clients so well-trained in marketing strategy and delivery, they can self-manage the process. We can strengthen this offering even more by working with IMPACT and their methodology.”

RedPandas specialises in training businesses to bring marketing in-house, while also offering traditional full-service digital agency services, as well as tailored sales and digital marketing training. The company will also continue to offer a managed service for clients who require full support.

Impact runs a similar model based on its own framework, known as TAYA, or ‘They Ask, You Answer’, developed by Impact partner Marcus Sheridan.

Sheridan said: “Enquiries and demand for ‘They Ask, You Answer’ have been increasing from Australian companies, and it made sense to see what we and RedPandas could achieve together.”

“What they’re doing is completely in sync with our strategy, giving the power back to businesses to self-manage the marketing and sales process. Our systems and experience help to push them onto a new level while we learn from their extensive knowledge of the APAC market.”

Siddique said the traditional support options continue to form a critical part of RedPandas’ business.

“For some clients, having an external agency doing their digital marketing will always be the best choice,” he said.

“Even for those clients, including our existing full-service done-for-you clients, we truly believe they should aspire to graduate from their digital marketing agency to enjoy the exponential traffic, leads and sales results TAYA practitioners achieve.”

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