Bitcoin mining company IREN has announced the acquisition of creative and media agency Awaken to enhance its global branding and marketing capabilities. Awaken's founder and CEO, Chris Parker, along with key team members, will join IREN, with Parker taking charge of the company's brand and marketing strategy. IREN noted that Awaken has been a long-term external marketing partner for its AI Cloud business and will play a pivotal role in brand building as IREN expands into North American, European, and Asia-Pacific markets.