Afterpay appoints new media partner: ‘We look forward to forming a long-standing relationship’

Following a comprehensive two-month tender process, Afterpay has announced a new media partner for Australia and New Zealand, Mumbrella can exclusively reveal.

Mumbrella can confirm that the Australian-founded buy now, pay later business has appointed independent agency Kaimera to lead its ANZ media buying strategy.

It was first revealed by Mumbrella in February that Afterpay’s media account had gone to pitch; IPG Mediabrands agency, Initiative, was the incumbent on the account after first being appointed in July 2021.

“Afterpay’s relentless focus to maintain our position as the leader in the BNPL space in ANZ means that we are vigilant in our appointment of agency partners. To ensure this, we believe key agency relationships should be evaluated every 2-3 years, and as such, decided to run this competitive pitch,” Afterpay International’s head of marketing, Joel Moran, said.

“We are always looking for the most innovative partners who can punch above their weight in realising both our goals and our merchant partners.

“We’re grateful to Initiative for their three years of partnership and are now looking forward to an exciting new chapter in ANZ with Kameira.

“The team quickly demonstrated a robust understanding of Afterpay’s unique opportunities and inspired us with innovative ideas that highlighted how they can take performance marketing to the next level for us and our merchants.”

The appointment of Kaimera will be effective as of May 1, 2024.

CEO and founder of Kaimera, Nick Behr, said: “As Kaimera continues to grow, we are becoming adept at finding clients who we can help to grow their business. From our first meeting the chemistry between people and philosophies felt right.

“Afterpay has changed the financial and retail landscape and we hope we can continue to be part of that journey in Australia and beyond. We look forward to forming a long-standing relationship and helping the Afterpay team realise their mission of economic empowerment for their customers.”

Founded by Australians Nick Molnar and Anthony Eisen in 2014, Afterpay was acquired for $39 billion in December 2021 by US company Block, which is headed by Twitter co-founder Jack Dorsey.


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