TEG Bolsters Marketing Abilities With Ovation Amp Launch And Twenty3 Live Acquisition

Ticketek Entertainment Group (TEG) has shared two pieces of big news today, announcing both the launch of Ovation amp and the acquisition of Twenty3 Live's team.

Described as "a full-service, data-led creative agency that unites expertise across media, digital, strategy, and storytelling within TEG," the launch of Ovation amp is set to mark "the next evolution in integrated marketing."

With Larissa Best serving as General Manager, Live Entertainment and Head of Ovation amp, the new addition operates as "an in-house centre of excellence and a trusted creative partner" to its Promoters, Venues, and Touring divisions, while its continuing expansion will see collaborations with Promoters, Artists, and Brands to strengthen its creative strategy, data-led marketing, and storytelling abilities.

Meanwhile, the nascent acquisition of Twenty3 Live – the specialist entertainment marketing division of Twenty3 Sport + Entertainment – continues the enhancement of TEG's in-house marketing and digital capabilities.

 The new agreement is a formalisation of the 17-year partnership between TEG and Twenty3 Live, with their team of six music marketing professionals – led by long-time Marketing Director Edwina Tarrant – now coming onboard as part of the TEG team.

“We are delighted to formally welcome the Twenty3 Live team into TEG,” Best said in a statement. “This formalises a longstanding relationship with Twenty3 that has already delivered tremendous value over the years. 

"Their skills and experience are second to none and having them within the TEG business ensures we continue to deliver best-in-class results for our Artists, Fans, and Partners. We are excited to build on their strong legacy and drive even more impact in the Live Entertainment space."

The near two-decade partnership between TEG and Twenty3 has seen the former serve as a vital component of TEG Dainty’s touring success, overseeing campaigns from the likes of Bon Jovi, Eminem, Guns N’ Roses, AC/DC, and Miley Cyrus.

“We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades,” said Twenty3 Group CEO John Tripodi. “Their transition to TEG is a testament to their dedication, consistent results and the trust they’ve built. For Twenty3, this milestone allows us to celebrate their success while focusing on the next phase of growth for our agency.”

"This milestone represents an exciting evolution for our agency," added Twenty3 Group Managing Director Michael Leeds. "We’re excited to see our colleagues continue their journey within one of Australia’s leading entertainment businesses, and the outstanding work of the Twenty3 Live team has been recognised by TEG as integral to their future growth.”