TEG Strengthens Marketing Power with New Agency Launch and Strategic Acquisition

Ticketek Entertainment Group (TEG) has strengthened its in-house marketing capabilities with the launch of Ovation amp, a new full-service creative agency, and the strategic acquisition of Twenty3 Live.

Led by general manager of live entertainment, Larissa Best, the new data-led agency Ovation amp will unite expertise across media, digital, strategy, and storytelling within TEG. The team includes some of the live entertainment industry’s most experienced marketers, content specialists, and brand strategists, all dedicated to amplifying the connection between artists, fans, and partners.

Guided by TEG’s purpose — “We partner to make life better live” — Ovation amp will serve as both an in-house capability and a trusted creative partner to promoters, venues, and touring divisions.

Meanwhile, the strategic acquisition of Twenty3 Live, the specialist entertainment marketing division of Twenty3 Sport + Entertainment, further enhances TEG’s in-house marketing and digital capability, notably in its global touring portfolio.

Under the agreement, Twenty3 Live’s team of six music marketing professionals, led by long-time marketing director Edwina Tarrant, joined TEG’s Melbourne office last month. The move formalises a 17-year partnership between TEG and Twenty3 Live, during which the team has delivered highly successful marketing, media, and digital campaigns for many of Australia’s biggest concert tours, theatrical events, and exhibitions.

Twenty3 Live has been instrumental in supporting TEG Dainty’s touring success — executing campaigns for world-class acts including Bon Jovi, Eminem, George Michael, Miley Cyrus, Katy Perry, Andrea Bocelli, Bruno Mars, Guns N’ Roses, Queen, AC/DC, Phil Collins, Keith Urban, and Delta Goodrem, among many others.

“We are delighted to formally welcome the Twenty3 Live team into TEG,” Best, who takes on the additional title of head of Ovation amp, said. “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 integration of the team represents a natural evolution for both organisations, according to TEG, as it will allow it to consolidate its marketing excellence under one roof, while enabling Twenty3 Sport + Entertainment to focus on its core offerings in strategic consulting, sponsorship management, event production, experiential and brand activations.

“We are incredibly proud of what the Twenty3 Live division has achieved over nearly two decades,” said John Tripodi, CEO of Twenty3 Group. “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.”

Michael Leeds, managing director of Twenty3 Group, added: “This milestone represents an exciting evolution for our agency. 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.”

TEG confirmed that all current client campaigns and major tours managed by Twenty3 Live will continue seamlessly throughout the transition, with existing leadership and relationships maintained. TEG also confirmed it will continue to work with Twenty3 Sport + Entertainment as a preferred agency partner.