The media and technology firm said Coalition will utilise Iconic's experience with social media, digital content production and access to media platforms to assist clients of Bacchus.
Meanwhile, Iconic Labs will use Bacchus’s experience in creating music, events management and procuring celebrity talent to assist its own potential clientele.
Previous clients of Bacchus have included bourbon brand Jack Daniel’s as well as the Lotus F1 racing team and perfume brand Dior. The firm has also worked with celebrities such as Kate Moss and musical outfit Daft Punk.
“We believe this is the start of a complementary and strategically beneficial partnership that fully utilises our expertise in digital media and access to media platforms in addition to Bacchus's expertise in music and events as well as strong client base”, said Liam Harrington, Iconic’s chief business officer.
“We are confident that combining the expertise of both teams' will result in an exciting business and a strong pipeline of clients", he added.
Shares in iconic Labs surged 17.2% to 0.09p in early deals on Tuesday.