Publicis Groupe ANZ has today announced the acquisition of full-service media agency, Atomic 212°.
Launched in 2008, the agency has grown to become the largest independent media agency in Australia, earning recognition at both local and international awards. Most recently, Atomic 212° was named Digital Innovation Agency of the Year (Gold) and Media Agency of the Year (Silver) in Campaign’s ANZ Agency of the Year Awards 2024. It was also named Independent Media Agency of the Year and Digital Innovation Agency of the Year in Campaign’s Global Agency of the Year Awards 2023, announced last year.
On the acquisition, Michael Rebelo, CEO, Publicis Groupe ANZ said: "Our media practice in ANZ has been on an incredible trajectory, experiencing growth and momentum across all metrics. The acquisition of Atomic 212° presents a unique opportunity to bring Australia's most progressive independent media agency into our fold, further strengthening and scaling our media capabilities.
“Atomic 212° is globally recognised for its world-class expertise. For over 15 years, it has consistently delivered growth to clients by leveraging marketing technology and data in media. By adding Atomic 212° to our market-leading roster of agency businesses, we solidify our position as the only group in ANZ capable of offering truly comprehensive end-to-end marketing transformation solutions to our clients."
Atomic 212° is led by Chairman Barry O’Brien OAM, Chief Digital Officer James Dixon and CEO Rory Heffernan. It has offices in Sydney, Melbourne, Brisbane, Darwin and Adelaide.
Barry O’Brien OAM, Chairman, Atomic 212° said: “From our first meeting, the Publicis Groupe offering and their continuous encouragement to help our business grow was the compelling factor in making this decision. The way the Groupe’s connected platform proposition flows through the organisation, its leadership, its people and its clients is truly powerful. We have grown Atomic 212° into a world-class media operation, but we recognise that the complexity of marketing requires holistic services for our clients. By joining the global best in this regard, we are confident that we can offer our staff and clients an even better experience moving into the future."
Rory Heffernan, CEO, Atomic 212° added: “We continue to provide our clients with an exceptional suite of products and capabilities, with industry-leading talent delivering across media, research, technology and analytics. We’re incredibly proud to see our capabilities recognised on the global stage, and excited to join Publicis Groupe ANZ at a time when their connected model is delivering such strong results. Our team and clients will be able to enjoy the best of both worlds, as we continue to focus on delivering on our ‘Smarter, Faster, Accountable’ brand promise, while leveraging the Groupe’s broader benefits in growth, creativity and capability.”
The acquisition comes as Publicis Groupe ANZ’s media agencies continue to record strong performances. The agencies consist of Spark Foundry in Australia and New Zealand, Zenith Australia, Starcom Australia and MBM New Zealand.
According to the latest full year COMvergence Barometer report, in Australia they have collectively dominated in new business momentum – taking the #1 spot in both gross and net new business success in 2023. Also, in the 2023 RECMA report, the Groupe’s media brands collectively moved up to #3 in Australia for the very first time. While in New Zealand, it maintained its #2 position.
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