Admosis Media Group has acquired an 85% stake in Creative Converters, one of Australia's leading TikTok agencies. The deal pairs data-driven media with creator-led creative, another sign the two disciplines are collapsing into one.
Data-led media buying and creator-led content used to be two different companies. They are becoming one.
Admosis Media Group has acquired an 85% majority stake in Creative Converters, a Melbourne-founded creative agency and one of Australia's leading TikTok specialists. The founders and key team keep the remaining shares, and Creative Converters will keep operating under its own brand with its current team. Founder Gretta van Riel stays on as a strategic advisor and minority shareholder.
Creative Converters is a serious operator. Founded in 2020, it has worked with more than 600 brands including the Oodie, PE Nation, Bondi Boost and Frank Body, and says it has generated over $500 million in revenue for clients through user-generated content, influencer content, media buying and consulting. The stated rationale is to pair that creative firepower with Admosis' data-driven media strategy and technology.
Why it matters
This is the same pattern showing up across the industry, just at Australian scale. Media and creative, data and content, are consolidating because clients want them in one place. A media group buying a TikTok creative agency is a bet that the brand which can build the content and buy the media in one motion beats the brand that outsources each half separately. For Australian businesses, it is a signal that the creator channel has grown up into serious commercial infrastructure.
Brands Creative Converters has worked with since 2020, the creative firepower Admosis just bought into
What to do about it
The deal is another brick in the same wall, and Australian brands that want creative and media pulling together should be shopping for it deliberately.