Publicis Groupe ANZ has announced the acquisition of full service media agency Atomic 212°. Founded in 2008, Atomic 212° has grown to become Australia’s largest independent media agency, earning numerous accolades along the way.
Michael Rebelo, CEO of Publicis Groupe ANZ, highlighted the significance of the acquisition.
“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,” said Rebelo.
“Atomic 212° is globally recognized 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, CEO Rory Heffernan, and Chief Digital Officer James Dixon, with offices in Sydney, Melbourne, Brisbane, Adelaide, and Darwin.
“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 organization, its leadership, its people, and its clients is truly powerful,” said O’Brien.
“We have grown Atomic 212° into a world-class media operation, but we recognize 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 of 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 recognized 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 follows a period of strong performance for Publicis Groupe ANZ’s media agencies, including Spark Foundry Australia and New Zealand, Zenith Australia, Starcom Australia, and MBM New Zealand.
