Did it ever make sense for advertising agencies to give up media, the lovely big chunk of a campaign budget? Did it ever make sense for creative and media to work separately?
Innocean Australia has taken media back. CEO, Jasmin Bedir, has announced the launch of media planning and buying capability within the agency, now offering clients an end-to-end solution, as the agency continues its transformation.
The new media division will have three foundation clients including Hyundai Australia, Geotab and Sandhurst Fine Foods.
Innocean’s expansion of its full service offering into media follows the appointment earlier this year of Kathryn Furnari to the newly created role head of media, to provide clients with media advisory and strategy services within Innocean Australia and the wider Innocean Group offering in Sydney. Furnari will now lead the new media planning and buying department.
Furnari will work closely with Innocean’s new chief strategy officer, Giorgia Butler, who joined the agency from Nunn Media in May.
“We are genuinely committed to breaking the industry habit of putting two agencies in the same building and calling it ‘end to end’ – that’s just geography,” Butler stated.
Hyundai director of marketing & product, Andrew Tuitahi, commented, “Effective brand building relies on strong cohesion between creative and the environment it’s in. We believe that having one agency managing our creative and media is crucial to unlock further growth, effectiveness but also efficient for a lean and progressive marketing team.”
“This is another transformative year for Innocean as we seek to constantly iterate, change and grow to meet client needs. The move into media signals a new direction for our agency, as the media market continues to rapidly evolve. Our clients have been asking us for advisory services that add to a more rounded dialogue on the ROI for their marketing and advertising investments, and now we can offer an end-to-end solution,” Bedir added.
Furnari noted, “We’re proud to be building something very special here; an environment that fosters ideas worth investing in, where media and creative are one team, and everyone has the opportunity to influence not only where campaigns appear but who they reach and how. By integrating media planning, data analytics, and creative execution, Innocean provides a seamless and impactful experience for clients, ensuring campaigns are both strategically sound and creatively inspiring. Our offering is designed to break down silos and bring a more unified approach to campaign development and allows us to create new media moments and do things differently for our clients.”
Cover image by NEOSiAM 2024+
