Eat Creative acquired by Australian Fusion Group

08 July 2019
Nicole Revers
The Author
Nicole Revers

SI Partners advises Tokyo and Hong Kong-based independent brand and communications agency, Eat Creative, on majority stake sale to Australian retail marketing group, Fusion.

The investment will accelerate Fusion’s expansion plans for APAC bringing additional depth in brand thinking, creative strategy and marketing communications to the Australia-based group.

SI Partners advised the shareholders of Eat Creative throughout the entirety of the transaction process, from partner identification, managing due diligence, through to negotiation and review of the deal terms.


The directors will maintain their current roles within Eat as well as taking on leadership positions within the group, reporting directly to CEO Simon Norman, and contribute to the Fusion’s regional expansion.

The investment will provide Fusion (The International Fusion Corporation) with a differentiated marketplace position, expanding its service offering across the APAC region as well as a presence within Japan.

Founded in Tokyo 2000 by Alison Jambert, Ayako Chujo and Steve Martin, Eat Creative is a cross-culture branding and communications agency. Eat provides consultation and creative strategy for global companies looking to engage in the Japanese and broader Asian markets, as well as Japanese brands looking to communicate more effectively on the International stage.

Alison Jambert, director and founding partner, Eat Creative comments : “The growth of Asian economies is phenomenal, and there has never been a greater need for brands to communicate their stories creatively and intelligently cross market and cross culture. We’re excited about our relationship with Fusion, which will allow us to expand the range of services we can provide our clients, wherever they are based in the region.”

Fusion group has enjoyed 14 years of solid growth and today combines 10 leading agencies with global reach and procurement capabilities. With its ambition to transform the retail experience, the group’s services range from strategic intelligence, brand consultation and creative strategy to localised marketing solutions and execution. Today’s announcement brings Fusion another step closer to providing a consolidated service offering for businesses across the APAC region.

Simon Norman, CEO and founder of Fusion comments: “We’re excited to have Eat join the Fusion family. Broadening our international reach ensures we are always at the forefront of global retail trends and that our clients receive the benefits of an exceptionally diverse and innovative team who can think locally, yet scale across the region.”

Read the release from Eat Creative, Fusion, and read the coverage of this cross-border deal in Campaign Brief and Marketing Interactive

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