Aegis Media relaunches Vizeum brand in Sydney

Vizeum Sydney GM Nick Behr

Aegis Media has announced the relaunch of media agency brand Vizeum in Sydney.

The launch will see clients and staff transferred from MPG to provide a foundation for the agency, which has struggled to establish itself since entering the market two years ago.

Carnival Cruises, Nikon and Tourism NT are among the clients to switch from MPG to Vizeum Sydney, along with 25 staff.

MPG and sibling digital offering Media Contacts are owned by Havas globally, but operate as a joint venture with Aegis Media in Australia. The MPG arrangement dates back to the days when Mitchells, now owned by Aegis, was independent.

An Aegis Media spokesperson said the move would not mean the end of the MPG brand in Australia, which will be run by Jason Dooris in Sydney and Melissa Roberts in Melbourne.

MPG managing director Kristian Barnes takes on a new role with Aegis Media Pacific as chief commercial officer. Vizeum Sydney will be run by the former MD of Media Contacts Nick Behr as general manager.

Aegis Media launched Vizeum in Australia in June 2010 as FrankVizeum in Melbourne, and Vizeum in Sydney. Vizeum Sydney was hit by the loss of its biggest client just months after launching, and the partnership between Frank and Vizeum broke down following the merger of Mitchell Communication Group with Aegis in 2010.

The news comes two days after Aegis Media won the $53m Holden business after a global realignment of General Motors. Aegis insisted that the launch was not designed to manage client conflict and the timing was coincidental. Aegis now handles three car brands: BMW, Nissan and now Holden.

Aegis Media Pacific CEO Luke Littlefield said in a statement: “Vizeum will launch in Sydney initially and expand nationally in future. It’s great to bring this global brand to Australia with the strength of the local Aegis Media group behind it and we’re looking forward to building a very competitive offering.”

Behr added in a press release: “We will build and grow a dynamic and premium media agency brand in Australia with Vizeum. The Vizeum way is strategically led, with digital at its core. Our clients are very excited by this transition, and the opportunity to benefit from the approach and the tools of Vizeum, particularly the digital focus of the agency. The team we have in place has the talent and the knowledge to deliver on this, making Vizeum a significant addition to the Sydney market.

“Our people will be able to build the culture and team of Vizeum here. 2012 is going to be a very exciting year for everyone involved in Vizeum Sydney.”


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