Canva, the popular design platform, has announced its acquisition of Sydney-based advertising analytics startup, MagicBrief. This marks its 12th acquisition to date. It is a significant step beyond its traditional design roots. The financial terms of the deal stay undisclosed. Nonetheless, this strategic move solidifies Canva’s ambition to transform into a full-service marketing platform. It directly challenges established players like Adobe.
Expanding Beyond Design to Full-Funnel AI Marketing
The acquisition of MagicBrief represents Canva’s most deliberate move to deepen its push into ad analytics and marketing performance. MagicBrief, founded in 2022, offers insights on ad spending, engagement rates, and competitor benchmarks. This technology will now be integrated into Canva’s evolving ecosystem. It allows users to create, deploy, and analyze their content all within the same platform. Cliff Obrecht, Canva’s co-founder and COO, confirmed the integration of MagicBrief’s tools. They will be part of a new Canva product set to launch later this year.
This integration aims to streamline creative and performance workflows for Canva’s vast user base. The platform now totals more than 240 million globally. As Obrecht stated, “With MagicBrief joining Canva, we’re entering the next frontier.” We are powering the entire content and marketing workflow. This ranges from ideation and creation to deployment, measurement, and now analysis and optimisation.” George Howes, co-founder and CEO of MagicBrief, stated that joining Canva elevates their vision. It helps them reach more marketers. They aim to “turn great ideas into high performing creative.”
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MagicBrief’s Impact for Marketers
MagicBrief has rapidly made a name for itself by analyzing over $6 billion in ad spend. Its client roster includes notable brands such as Fenty Beauty, Koala, and Linktree. The platform provides capabilities like scoring creative performance, generating smart briefs, and recommending formats based on market effectiveness. This move by Canva reflects growing demand for tools to create and optimize content.
This acquisition aligns with Canva’s larger ambition to lead the AI-driven transformation of creative and business tools. The company has been actively expanding its AI offerings. It launched Canva Sheets, an AI-powered spreadsheet tool. It also introduced Magic Charts and Canva Code. All these tools are driven by generative AI. MagicBrief’s data analytics technology is expected to complement these AI tools. It enhances how users interpret campaign success. Moreover, it helps users respond dynamically. These improvements move Canva closer to its goal of “democratizing marketing”.
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