IREN announced that it has acquired Awaken, a creative and media agency focused on content strategy and brand development for high-growth companies.
As part of the deal, Awaken will cease operating independently, and senior members of the agency will join IREN under executive employment agreements. This includes Awaken Founder and CEO Chris Parker, who will lead IREN’s brand and marketing strategy.
Awaken previously served as IREN’s lead external marketing partner and supported the company’s AI Cloud growth initiatives. By bringing the team in-house, IREN said it aims to strengthen brand awareness as the company expands into new regions and customer segments.
IREN said the Awaken team will help support its growth strategy across North America, Europe, and APAC, while helping establish a globally recognized brand as the company continues scaling its AI Cloud platform and customer base.
IREN operates as a vertically integrated AI Cloud provider, delivering large-scale data centers and GPU clusters designed for AI training and inference workloads. The company’s infrastructure platform is supported by a portfolio of grid-connected land and power assets in renewable-rich regions across North America, Europe, and APAC.
KEY QUOTES:
“As we expand across new geographies and customer segments, brand awareness and customer engagement become increasingly important. Chris and the Awaken team have been trusted partners to IREN for some time, and bringing those capabilities in-house was a natural next step as the platform continues to scale.”
Daniel Roberts, Co-Founder And Co-CEO, IREN
“IREN has built a differentiated platform and a strong foundation for growth. I’m excited to join the IREN team and help elevate our brand and reach to match the scale of what we are building.”
Chris Parker, Founder And CEO, Awaken
