Barry O’Brien.
Independent media agency Atomic 212° has acquired the media division of KWPX.
Commercial details haven't been revealed.
The media division of KWPX has 23 staff and a client roster that includes Coopers Brewery, RAA, OTR, S.O. Asher and The Jewellery Group.
It will be rebranded as Atomic 212°, giving the agency its first presence in South Australia and Western Australia. The Adelaide and Perth business will be run by Natalie Morley, who is currently KWPX’s executive director of media.
“We have long admired KWPX for their strong media skills and strategic thinking," said Atomic 212° chairman Barry O’Brien.
"Our agencies have collaborated successfully on several clients in the past, so when the opportunity came up to make KWPX’s media arm part of the Atomic 212° family, we jumped at it.”
Atomic 212° CEO Rory Heffernan said this acquisition is an important moment, giving strong entry into the South Australian market and a new resource.
“KWPX’s exceptional media and digital skills are a great fit with Atomic 212° and we are all looking forward to working with Natalie and her team to build on what they have already achieved," he said.
Morley said she was thrilled about the opportunities.
"By tapping into Atomic 212°’s innovative strategies and extensive analytics, we’re well-positioned to elevate our capabilities and create exciting new possibilities for our talented team and valued partners," she said.
Today’s announcement follows a series of client wins and retentions for Atomic 212° over the past year including BlueScope, Great Wall Motor, BMW Australia and New Zealand, Bupa, the Northern Territory Government, Tourism Northern Territory, Northern Territory Major Events Company, Darrell Lea, Victoria University, My Muscle Chef, Vet Partners, Adyen and UKG.
Atomic 212° has offices in Sydney, Melbourne, Brisbane and Darwin.
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