MAM
ZenithOptimedia acquires Australia’s FirstClick Consulting
MUMBAI: ZenithOptimedia has acquired Australia’s independent performance marketing agency FirstClick Consulting.
FirstClick will become part of Performics Worldwide, ZenithOptimedia’s global performance marketing network. The agency will rebrand to Performics Australia and will retain its current management team, led by CEO Grace Chu, who will join the Performics Global Executive Leadership Team.
Investing in performance marketing solutions through the development of the Performics network is a key growth strategy for the ZenithOptimedia Group. Performance media includes measurable, ‘biddable’ channels such as paid search, programmatic display and paid social. Performance media has seen considerable global growth in recent years, with expected growth of 19.1 per cent globally for 2015 (eMarketer).
Founded in 2005 and headquartered in Sydney, FirstClick provides clients across Australia with a full range of digital performance marketing services including search engine marketing, search engine optimisation, programmatic buying, social marketing, marketing analytics and conversion rate optimisation.
FirstClick CEO Grace Chu said, “We are very excited about becoming part of Performics Worldwide and the ZenithOptimedia Group. Our clients and our people will benefit from the global perspectives, best practices and capabilities that come with being part of this award winning international network. It’s a testament to the FirstClick team to be recognised as leaders within an international context.”
Performics Worldwide CEO Michael Kahn added, “We have been very impressed with the quality of FirstClick’s offering and the results it is delivering to its clients are truly exceptional by global standards. The combination of Performics, a global leader in performance marketing with FirstClick, a market leader in Australia will provide clients with a combination of global best practice and strong local knowledge. We are confident that together we will be very well positioned to service the growing digital opportunity in Australia.”
ZenithOptimedia Australia CEO Ian Perrin said, “We have been unequivocal in our pursuit of delivering the very best performance offering in Australia, and bringing FirstClick into the group represents a massive step in this direction. Grace and her team are world class and arguably the most talented digital performance thinkers in the country. The team will make an enormous contribution to our organisation and we look forward to welcoming them into the family.”
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
