Independent media agency, Nunn Media, has acquired 10-year-old Indago Digital and will integrate the business into its existing agency group, The Alley Group.

Under the deal, Indago's CEO, Gary Nissim, steps into the role of CEO of Alley AU effective immediately. Financial terms were not disclosed.

Nunn Media acquired the Alley performance agency back in 2021 to boost its digital and ecommerce credentials. At the time, it was said Nunn had annual billions of more than $330 million.

Indago Digital launched in June 2014 and according to Nissim, was the quickest Australian agency to become a Google Partner. The hospitality and travel-focused agency featured on AFR's Fast Starters and Fast 100 Lists before losing 72% of revenue due to COVID. At the same time, it's received continuous R&D grants for the development of its proprietary SEO technology.

Other achievements highlighted by Nissim include achieving an eNPS of 90 and 9.4 stars our of 10 in its 2024 staff survey, pitching 487 new business opportunities and working with 195 clients.

"There are huge synergies and a lot of mutual respect between the two businesses. On a personal note, I couldn't be happier to be a part of this team and foresee great things," said Nissim.

He also shared insights into the founding of Indago, saying, "We set up Indago to achieve two main goals: 1) to have more freedom 2) to make more money. It just happens that when you aren't prepared to sell your soul, the only way to achieve those goals is by being both client and employee centric. There is so much to be proud of but nothing more so than, the amazing people we have hired and the careers we have helped sculpt."

Indago Digital has employed 92 people since its inception, with 21 of them landing their first job at the agency. This acquisition follows a series of strategic moves by Nunn Media over the past decade, including the acquisition of Kruse Media Services, akamedia, and search and PPC business, Innovate Online.