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US-based events market Opus Agency has expanded its operations into the Asia-Pacific region through the acquisition of Sydney experiential marketing agency The Company We Keep (CWK).
Opus Agency, which is part of the Oregon-headquartered Opus Group, says the deal for CWK brings localised expertise to its business while enhancing the agency’s ability to provide “comprehensive solutions on a global scale”.
The merged operations are also aimed at adding new depth to Opus Agency’s creative, broadcast, content and film capabilities.
Opus says that with "deep local insights" and expertise in the Asia-Pacific region, The CWK will also enhance its ability to provide regionally tailored, globally consistent service for a shared client portfolio, including Salesforce and TikTok.
Founded in 2018 by Nigel Ruffell, The CWK operates offices in Sydney, Singapore and New Zealand specialising in live event production, creative strategies and brand activations.
Ruffell, who started his career in theatre production in London’s West End and says his ultimate goal is the engagement of audiences with creative, measurable strategies to deliver meaningful experiences, points out an “incredible alignment” between the two agencies.
“The alignment between Opus Agency and The CWK is remarkable - from our shared clients like Salesforce to our creative capabilities and our cultural ethos,” says Ruffell, who is CEO of CWK.
“This partnership opens up new opportunities for our team, our clients, and our future, as we continue to lead in the APAC region while contributing to Opus Agency’s global success.”
Opus Agency is one of three agencies within the Opus Group which also includes advertising services provider MAS and events services provider Verve The Live Agency. The group’s business is currently heavily weighted in the northern hemisphere with operations in the US and Europe.
“This acquisition enables us to better serve our clients in the world’s fastest-growing and largest cities, while also enhancing our capabilities with deeper expertise in content, broadcast and film,” says Dena Lowery, president of Opus Agency which has a team of about 300 staff globally.
“It’s a strategic move that strengthens our ability to deliver high-impact, future-forward experiences across the globe.”
Opus Group highlights the strategic rationale for the acquisition of The CWK is to drive innovation in events and experiential marketing, while creating future-forward experiences that resonate across borders.
“This acquisition aligns with The Opus Group’s mission to provide global access to scalable resources and specialised talent across our network of brands,” says Kim Kopetz, president and CEO of The Opus Group.
“It enables us to navigate complex challenges and scale operations efficiently while creating new growth opportunities for our clients and our team members around the world.”
Opus says that by leveraging shared client relationships and offering scalable talent and localised expertise, the partnership will enable brands to “reach new heights, foster deeper connections and thrive in an increasingly interconnected world”.
The CWK, which was last year named the Asia-Pacific’s Best Brand Experience Agency and Best Event Organiser at the Event Marketing Awards in Hong Kong, has more than 70 staff.
The agency has worked on several high-profile projects across the region including the 2024 St Kilda Festival and the AWS APJ Leadership Forum in Bangkok last year, as well as the Blak & Deadly First Nations Gala in Sydney in 2023.
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