The international advertising network The&Partnership and their global media company, backed by WPP, m/SIX has opened an APAC main hub in Sydney, Australia.
The decision follows the recent win of the global Electronic Arts account, with m/SIX now handling media planning and buying responsibility for EA in Australia, New Zealand and across APAC.
Kevin Rooney joins as APAC CEO, overseeing the new m/SIX hub launch to service EA and to enable the agency to continue its rapid growth in the region.
Leaving Tokyo, where he held the position of CEO for Mindshare Japan & Korea, Rooney returns to m/SIX where he will lead the network within the region.
“It’s great to be back in m/SIX, I’m delighted to be able to kick off with the launch of our new Sydney office and looking forward to reconnecting with our teams across the region; driving some of the amazing initiatives that our global team have been pioneering around the world and further enhancing the great work we are delivering for our clients in APAC," Rooney says.
A WPP veteran, Rooney has over 15 years experience within roles across North America, global (based in UK) and APAC, in both business development and management.
Current m/SIX’s clients in the region include Burger King and Malaysian Airlines. With the recent EA win and the agency’s growth trajectory, the agency stated it was the perfect time to open a regional hub.
Like its parent agency, The&Partnership, m/SIX runs in-sourced teams embedded into client teams. This new agency model is active across some of their biggest clients, including Toyota, News Corp and TalkTalk.
With more people embedded within client offices than agency based worldwide, they are confident in providing talent and data capability that "augments the client’s own resources".
The model ensures that teams are able to make rapid marketing decisions informed by data and technology working side by side.
m/SIX is backed by WPP and has a unique ownership structure between The&Partnership and GroupM. Rooney will report into Jess Burley, global CEO of m/SIX, his appointment is effective immediately.
“We’re really excited to establish this new regional APAC hub for m/SIX in Sydney. There is a great opportunity to continue our growth in the region, providing the very best data-informed communications strategies and bespoke, flexible partnerships with both existing & new clients," Burley says.
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