Australia-based Omnicom Oceania has acquired the majority of CX Lavender, a customer experience agency with nearly three decades of experience helping Australian brands deliver loyalty, digital platform and transformation solutions, according to LBB Online.

The acquisition includes a team of approximately 20 employees, proprietary technology assets and the CX Lavender brand. The deal ensures continuity of service for CX Lavender's existing client, Westpac, and preserves the agency's independent culture within the broader Omnicom Oceania network.

Founded in 1997, CX Lavender has built its reputation across financial services, retail and travel, combining strategy, experience design and technical capability to deliver end-to-end customer transformation programmes that connect strategy with implementation.

Nick Garrett, Chief Executive of Omnicom Oceania, said: "Customer experience has become a whole-of-business challenge for clients, and this acquisition accelerates our customer experience capabilities across the group."

Garrett added that the partnership marks another step in Omnicom Oceania's progress moving beyond a traditional media and creative model into a broader marketing and customer transformation business.

Adrian Paul, Chief Operating Officer of Omnicom Oceania, said the acquisition would preserve the independent spirit and culture of Lavs, backed by the scale and capabilities of Omnicom Oceania, adding that the team's technical capability and client partnerships were the primary attractions of the deal.

Ryan Stubna, Chief Creative Officer of CX Lavender, said: "Joining the Omnicom Oceania network gives us the opportunity to scale our capability and continue evolving how we help clients design and deliver connected customer experiences."

Stubna added that there is strong alignment in how both businesses think about the future of customer experience and the growing need for more connected customer journeys.

The acquisition forms part of Omnicom Oceania's broader strategy to build a connected capability model spanning media, creative, customer experience and digital transformation, enabling clients to navigate increasingly complex customer and marketing environments at scale.