Leading Maltese creative branding agency BRND WGN has announced a strategic investment from global creative and performance agency nmbl, that will see the two collaborate on international client projects.

Based in the US but operating globally, nmbl specialises in performance marketing, using a data-driven approach to help brands optimise their content. Its international clients include the likes of Nespresso, Canon and Vital Proteins.

The agency is led by Corel Theuma, a Maltese national who moved to the US when he was 17 years old and who rose to prominence when an advertising script he had written was selected for a highly coveted Super Bowl spot.

His company has now acquired a strategic stake in WGN Ventures, BRND WGN’s investment and growth vehicle that manages multiple investments for the local agency, including its new Ukraine office.

BRND WGN CEO Peter-Jan Grech

While the two teams will continue operating independently and stay focused on what they do best, they will come together to build end-to-end solutions, combining BRND WGN’s expertise in creative brand-building strategies with nmbl’s laser focus on content creation, performance and optimisation.

They believe that this is what modern brands are after and that this strategy will position them well for the future.

BRND WGN Founder and CEO Peter-Jan Grech told WhosWho.mt that while BRND WGN will remain just as dedicated to its existing clients in Malta, the partnership will enable the agency to now also serve new international clients and help achieve his long-held ambition of scaling beyond Malta. 

His agency will continue focusing on building brands from the inside out and helping them carve out their own space in the market. With nmbl on board, it will now also offer a powerful new service – performance marketing – to its clients.

“It’s a service that Malta largely wasn’t able to offer,” Mr Grech explained.

“A number of great brands here have eyes on different markets besides Malta, and like us, have always been building up to get to the point of success. We bring thinking, we bring talent, but we will now also bring actionable access to systems that nmbl have created."

Mr Theuma said performance marketing has become crucial for brands operating in an environment of abundant creative content and shifting trends.

“There’s a lot of creative content that’s put out on a daily basis, and as cultures and trends shift, people’s tastes and consumption habits change and shift too,” he told WhosWho.mt.

nmbl Founder Corel Theuma

He said that brands used to wait months before receiving any feedback on the performance of their creative content.

“That means you’re shooting in the dark, relying on your gut feeling that something is going to work and praying that it does,” he said.

“As nmbl, we insert ourselves in the middle and cut the waiting length from two months to around two weeks. We acquire performance data from media companies, hypothesise why certain content isn’t doing as well in certain aspects and optimise it within three to five days. It's more effective than hoping to God that something works.”

As nmbl sought to expand its global footprint, it became clear that it required a European partner with strong credentials in brand, design, and cultural intelligence.

That brought Mr Theuma back to his home country of Malta and this new strategic partnership with BRND WGN.

“Together, alongside our performance-driven, always-on model, we’re creating a more comprehensive and future-ready agency for global brands,” he said.

The two agencies have already started working together on international client mandates, supporting a global consumer brand, and co-pitching for additional international opportunities.

This is expected to intensify in the coming 12 months, as the two agencies plan to grow shared teams across Europe and the US, deepen day-to-day collaboration, and actively pursue new global client opportunities together.