Media agency Atomic 212 has bought CRM specialist BrandMail.
BrandMail has been absorbed by 212 Ignite, the content marketing and CRM unit of Atomic 212. Its managing director Kevan Baker has also joined Atomic to head up the new division.
Baker founded BrandMail in 2010 and will bring new clients, including Melbourne Storm and Yellow Brick Roll, into the Atomic 212 business. BrandMail also works with Atomic 212's client AMP.
Atomic 212 CEO Jason Dooris says the deal will provide significant benefits to the agency’s stable of clients, which includes TAB, AMP, Progressive Insurance and Origin Energy.
“It brings a true direct marketing approach to escalating engagement. It syncs itself perfectly to the targeted media and lead generation campaigns which are already running with Atomic 212, Dooris says.
“We already provide our clients with direct marketing services, but bringing the specialist service in-house will equip them with a best in market offering.”
Last year the agency Atomic 212 won the Progressive car insurance account from GroupM and also picked up Tabcorp’s digital performance account from OMD.
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