ARN just offloaded an agency it spent over three years building

Staff Writer

Australian Radio Network has sold its media agency iNC Digital Media.

The purchaser, Impulse Screen Media, said the acquisition means the business will now be to offer a unique, AI-based approach to its clients under the iNC brand.

After building up the agency over the last three and a half years, ARN put out feelers to potential buyers some months ago after deciding to narrow in on audio.

“ARN is focusing on Defining Audio in Australia with our continuing investment in radio, music and podcasts. Over the past three years, we have built iNC into a successful digital media and marketing agency, however, the business no longer aligns with our core strategy,” said ARN’s COO, Michael Harvey.

“The opportunity has arisen to merge iNC with Impulse Screen Media to allow it to grow even further and together they represent a unique offering in market.

“We look forward to the iNC team’s ongoing success as part of Impulse Screen Media.”

Impulse’s platforms use media and marketing data, not personal information, to target the right audience at the right time, according to its website.

“By bringing together iNC’s existing sales and operations team under Loan Morris‘ leadership with the Impulse technology platform, we can offer a unique, AI-based approach to our clients, enabling transparent marketing and media buying services,” said Impulse’s chairman, James Scott.

“In this data-driven age we need to assist our clients to combine data, analytics and automation at scale as organisations are increasingly seeking to harness the power of their information for a competitive advantage and to identify opportunities for revenue growth and cost reduction.”

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