Atomic 212 leadership (L-R): Barry O'Brien, Chairman & Partner; James Dixon, Chief Data Officer & Partner; Lorraine Woods, Chief Investment & Trading Officer; Rory Heffernan, CEO; Ashleigh Carter, GM Sydney; Tom Sheppard, GM Media Technology.
The local arm of Publicis Groupe has acquired independent media agency Atomic 212°.
Atomic, launched in 2008, will retain its brand.
Commercial details haven’t been revealed.
"Our media practice in ANZ has been on an incredible trajectory, experiencing growth and momentum across all metrics," Michael Rebelo, CEO, Publicis Groupe ANZ, said.
"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.
“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," said Barry O’Brien.
"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° said he was proud to see the agency's capabilities recognised on the global stage, and excited to join Publicis Groupe ANZ.
"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," he said.
Publicis Groupe ANZ’s media practice also includes chief media officer Imogen Hewitt.
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