Atomic 212 expands remit with long-term client
Indie media agency, Atomic 212, has expanded its media remit with O’Brien Glass after a decade of working together.
Alongside the existing main media planning and buying, Atomic 212 will also be responsible for the glass repair brand’s paid search and SEO, effective December 1.
The agency has worked with O’Brien Glass since 2014.
“O’Brien has been helping Australians for over a century, earning their trust as a reliable partner in times of need. By incorporating paid search and SEO for our auto and glazing business into Atomic 212°’s remit, we are ensuring that the next generation – whose first instinct is to turn to their smartphones for solutions – can discover O’Brien seamlessly when they need us most,” said head of marketing at O’Brien Glass, Belinda Thornton.
“Our mission is to remain the front-of-mind supplier for autoglass, glazing, electrical and plumbing services, trusted by Australians for generations to come.”
Recently-appointed CEO of the agency, Rory Heffernan, said the expanded remit is a natural evolution of Atomic 212’s partnership with the brand, driven by its core focuses on data, measurement, and performance media.
“By ensuring full alignment through the funnel – from awareness to conversion – we are committed to driving strong ROI and measurable impact for the business,” he said. “Our aim is to deepen engagement with existing audiences while finding new ways to resonate with emerging audiences, particularly younger demographics.
“We have a long and proud history with O’Brien and we look forward to continuing to deliver exceptional value together.”
Earlier this year, O’Brien launched its first advertising campaign through BVOD, YouTube and gaming channels, driven by Atomic 212.
Given the digital delivery systems, the new ad is aimed at the 18-34 market – and, in keeping with legal requirements for internet videos, features a loveable animal – Winston, a singing French bulldog.
The news comes a day after Atomic 212 announced it has won the media buying and planning account for Chargrill Charlie’s. The agency will be responsible for all media, including digital, to help the chain chicken shop through a new era of growth.
“We love this business and the Chargrill Charlie’s brand, which is ambitious, fun and engaging. Our team are delighted to work with Lisa [White] and the team as they continue to expand through Australia,” Heffernan said on Thursday.
Capping off a strong year for the agency in terms of new business, the agency has also won GWM, BlueScope Australia, Darrell Lea, the Northern Territory Major Events Company, Adyen, UKG, VetPartners, and more in the past 12 months.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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