Atomic 212 wins tender to become Spirit of Tasmania’s media agency
Following a competitive tender process, Atomic 212 has been named as the media agency for Spirit of Tasmania, an account formerly held by Wavemaker.
From 1 July, the agency will be responsible for media strategy, planning and booking across all channels for three years.
Spirit of Tasmania CEO Bernard Dwyer said he had full confidence in Atomic 212.
“We were incredibly impressed with the holistic strategic capabilities, performance mindset, tools and expertise of Atomic 212,” he said.
“I have full confidence that Atomic 212 will be a valuable partner to support the company’s media strategy over the coming years. In particular, its insights into how to build brand relevance amongst new audiences will be essential for our growth strategy as we move towards new vessels in 2021.
“We look forward to working with the team at Atomic 212 to achieve the company’s ambitious targets.”
The tender process began earlier this year because Spirit of Tasmania’s three-year media service agreement with Wavemaker was coming to an end. Dwyer acknowledged Spirit of Tasmania’s “long and collaborative relationship” with the incumbent agency.
“We sincerely thank Wavemaker for its contribution over the years,” he said.
“Wavemaker’s professional and consistent approach built a solid foundation which saw steady growth. We wish the Wavemaker team ongoing success.”
Claire Fenner, managing director and partner at Atomic 212 Melbourne added: “We look forward to driving growth for their business. Spirit of Tasmania is a wonderful brand, which delivers a unique travel experience and holds a strong position in the market.”
“It has been a steady growth trajectory for Atomic 212 and there is a lot of energy in the agency right now. Our team is passionate about delivering on our brand promise of smarter, faster, accountable media.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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Man the lifeboats.
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In decent sea … I believe.
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Is the Titanic one of theirs?
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[Edited under Mumbrella’s comment moderation policy]
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Any port in a storm.
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Its a good come back from losing Destination NSW last year. Better suited to the smaller, less strategic accounts.
More exciting wins to come on soon I’m sure.
Well done guys.
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I guess focusing less on digital and outsourcing thinking and strategy to the chapel gives atomic more time to focus on their heartland – above the line media deals that are financially beneficial to their bottom line.
The outsourcing model definitely works and we can see evidence of this in how easy it has been for the traditional management consultancies to enter the arena and take the high intellectual ground from many agencies.
It’s more of a transactional relationship with media agencies these days but the value equation needs consideration by clients. For example the typical client via the agency buyer receives the 10% agency/media owner discount. So it makes sense to use the agency for this part, right? But actually no in most cases as the agency then in turn does deals with the media owners where the media not only give the agency the discount for clients but also give the agency further discounts which are not passed to the client as a reward or incentive for buying from them. Outcome: it costs the client circa 20-50% to save 10% so a significant loss.
The management consultancies can help here and will leverage this to ultimately shut down media agencies. Why? Because you are never going to see PWC, E&Y or Deloitte discretely keeping money from deals clients don’t know about.
If the consultancies were smart they wouldn’t highlight this practise to clients but instead just return the full discounts and naturally appear to be the much better buyers.
So in the end honesty wins I guess.
It would be great to see a Mumbrella evaluation of strategic thinking across agencies and consultancies at some stage.
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“Why? Because you are never going to see PWC, E&Y or Deloitte discretely keeping money from deals clients don’t know about.”
Are you sure about that?
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