IREN acquires the brand marketing agency Awaken, and the founder of Awaken will join the management team of IREN

Bitcoin mining company and AI infrastructure company IREN announced that it has acquired the creative and media agency Awaken, which focuses on content strategy and brand building for high-growth companies.

According to the announcement, some core members of Awaken will join IREN, including Awaken founder and CEO Chris Parker, who will be responsible for IREN's overall branding and marketing strategy.

IREN co-founder and co-CEO Daniel Roberts stated that as the company continues to expand into new markets and customer bases, the importance of brand awareness and user engagement is increasing. The Awaken team has long been a trusted partner of IREN, and internalizing these capabilities is a natural step in the company's expansion process.