Dan Murphy’s and BWS appoint Atomic 212 to performance media account

Independent media agency Atomic 212 has won the performance media buying accounts for both Dan Murphy’s and BWS.

The agency has handled the liquor retailers’ SEO since 2019, but the expanded remit to SEM activity comes after a competitive pitch, and is effective immediately.

The brands become part of a client roster that also includes Bupa, Northern Territory Government, and Hort Innovation, serviced from Atomic 212’s offices in Sydney, Melbourne, Brisbane, and Darwin.

Dan Murphy’s head of marketing, Utadi Murphy, said that data and search “sit at the heart of our customer growth agenda” and Atomic 212 is a “leader in the industry”. BWS’ head of marketing, Vanessa Rowed, added: “From the start, Atomic 212° stood out with their smarts in digital marketing and how to apply it successfully for the BWS and EDG group. We are really excited to be working with them.”

Tom Sheppard, Atomic 212’s general manager of media technology, noted the clients “couldn’t be happier” with the agency’s work so far.

“We are excited to leverage our unique model surrounding smarter, faster and accountable media, to help improve the paid search activity across both brands,” he said.

“Search is an integral part of any omnichannel retail strategy. Dan Murphy’s and BWS are doing some truly innovative things, and we are thrilled to be working with them as their performance agency. And a special thanks to the Atomic 212° team – in particular Sascha Bonomally, head of performance, and Angus Bower, head of SEO, for their contribution to date.

“We have gone to market as an agency that combines technology, media and analytics under the one roof, and the clients couldn’t be happier. We believe a client’s first party data is their competitive edge and we look for ways to make it work harder through our USP [unique selling proposition].”


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