Darrell Lea hands media account to Atomic 212°

Indie media agency Atomic 212° has been appointed by Darrell Lea, effective this month.

The agency has been tasked with media planning and buying, performance marketing, programmatic, and social media, working closely with the brand’s marketing team.

“We are thrilled to be entering into a strategic partnership with Atomic 212° in media buying. Atomic 212° will help us connect with even more Australians, to tell our unique and compelling Darrell Lea story,” said Johanna Campbell, general manager of marketing and innovation at Darrell Lea.

“The team at Atomic 212° have the right mix of agility, expertise and resources to support us. With their data insights, media strategy and a team who know us and our story, we will continue to grow.”

Head of client service at Atomic212°, Ashleigh Carter, added: “We’ve all grown up with Darrell Lea.

“It’s an iconic brand and a great business, and we’re very excited about continuing to drive consideration and purchase for the Darrell Lea range in stores across Australia.”

Earlier this week, the agency announced a new Melbourne general manager in Sylvia Pickering, effective immediately. She joined from Mindshare, where she worked as managing partner on the NAB account.

It also recently drove the new campaign for O’Brien – the first time it has launched an advertising campaign through BVOD, YouTube and gaming channels.

Darrell Lea joins the agency’s growing client roster, which also includes the recently won Northern Territory Major Events Company, Vetpartners, Adyen, UKG, BMW Australia and New Zealand, Bupa, Entain, My Muscle Chef, and more.


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