Amazon specialist agency, Podean, launches in Australia
An agency focussed purely on international e-commerce giant Amazon has launched in Australia.
The agency, called Podean, will be spearheaded by Ashley Wales-Brown, a former national head of digital at IPG Mediabrands’ agency Initiative.
Wales-Brown is Podean Australia’s first employee
Podean was founded by Mark Power, an Australian native and former managing director of growth at Reprise Media in New York.
Its aim is to ensure brands do more with the platform than just adding images and text to a product page, then running a search campaign, the company said. According to a release, the agency’s main functions will be:
-
Having direct relationships where Podean manages brands’ retail and/ or advertising needs
-
Helping clients and agencies build their own world-class Amazon capabilities
-
Helping media companies build new products and services that are attractive to clients for whom e-commerce and marketplaces are a substantial share of budget and focus
“You need a partner that can help you with all the retail readiness, holistic strategy, and using unique tools – and that’s what Podean brings to Australia,” Power said. “Having our HQ sitting alongside Amazon’s advertising centre in New York gives our Australian clients an advantage no other agency can claim.”
Wales-Brown, he said, is perfectly positioned to deliver this proposition to the local market.
“His blend of media agency understanding through his time at Mediabrands, advertising sales at Ninemsn, and e-commerce experience at Ve provides the perfect combination to ensure our success.”
Wales-Brown said he was looking forward to applying that expertise to Podean.
“The opportunity for Amazon, and its Australian advertisers and sellers is immense. With the support of our global team and Amazon partnerships, we’ll drive significant success here and I’m looking forward to building out the Australian team swiftly to meet client demand.”
Amazon launched its Australian retail operations in December 2017, after beginning to roll out its premium offering and video streaming service, Amazon Prime.
Then, in August last year, it appointed media agency stalwart and former global CEO of IPG Mediabrands, Henry Tajer, as the managing director of Amazon Media Group.
AMG was said to sell Amazon’s ad assets and work with agencies and brands to “increase sales, drive brand awareness, and build relationships with their customers across display, mobile, video, programmatic, and self-service solutions”.
Tajer, however, wound up becoming CEO of holding group Dentsu Aegis Network in January.
Congrats Ash, go you good thing
User ID not verified.
Wow, that’s the modern equivalent of station-produced TV ads.
User ID not verified.
Congratulations AWB, look forward to catching up again!
User ID not verified.
Marks a legend – go Podean
User ID not verified.
Congrat Ash – best of luck… ??
User ID not verified.