Impact.com announced Sparro has deployed its partnership management platform to enable the agency’s extensive client list to better understand the incremental value of partnership marketing across its digital marketing channels.
Cameron Bryant, partner at Sparro, said the agency is seeing an upswing in demand from brands who are seeking new ways to drive incremental revenue.
“Our clients are looking for both value and renewed growth. Cookie erosion means that brands need to stand for something, resonate and actually grow an owned audience.
“Partnerships are a high value, lasting way to do this and creates competitive advantage for us. We believe impact.com is the industry-leading platform and therefore the right partner to manage our increasing partnership activity,” he added.
Sparro is one of a growing number of Australian agencies, brands and publishers, including Myer, Westpac, Virgin Australia, Canva and Are Media who are realising the value the partnership economy can create.
Adam Furness, APAC managing director at impact.com, said: “Our purpose is to inspire the world with the power of partnerships and we love helping brands, agencies and publishers of all sizes and stages of maturity create a lucrative new customer acquisition channel through partnerships.”
“We’re excited to partner with Sparro to help drive value and results for their clients as they look for ways to future-proof growth through partnerships in today’s rapidly evolving, complex market,” he added.
Sparro’s team are performance marketing experts and work with some of Australia’s leading businesses including Webjet, Temple & Webster, Catch and Estee Lauder Companies to deliver cross-channel digital marketing strategies which engage and convert.
Bryant said: “The digital marketing landscape has never been broader and more complex; even if the channels themselves are becoming simpler and more automated. We’re seeing clients want more from fewer agency partners, and so we’re continuing to scale our offering.
“Working with impact.com will allow us to understand the value of reviewing the incrementality of publisher relationships across all channels – as well as making the day-to-day management of our clients’ partnerships much easier,” he added.
Last year, Sparro managed $180 million in ad spend and delivered over $1 billion in paid ecommerce revenue.
With impact.com, it will be able to deliver additional revenue through helping its clients better understand the incremental value of partnership marketing across the full channel mix.
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Top image: Adam Furness