Digital media agency Half Dome acquires Consumedia

Independent digital agency, Half Dome has acquired independent media agency Consumedia in order to create a consolidated media agency with full service capabilities.

As a result of the acquisition the two brands will move forward under the Half Dome title, working in the Melbourne market.

As part of the deal, founder and managing director of Consumedia, Michael Harms will become a board member of the consolidated business, “helping Half Dome succeed in its long-term growth plans”.

L-R Michael Harms, Will Harms, Tom Frazer, Joe Frazer

Harms said: “I am extremely excited to see where Half Dome is heading and what that means to our clients’ growth with our two businesses coming together. Consumedia has given our clients great access to a strong value return due to our years of knowledge and understanding of the offline market; the merger with Half Dome takes the business to the next level and places our clients at the forefront of consumer engagement in Australia. I look forward to working with the team and helping them to continue the amazing growth that they are having over the last few years.” 

Half Dome general manager, Tom Frazer, said: “Michael is committed to the same goal as us – we both understand the value proposition of the business and how it closely aligns with our own values. We are incredibly excited to formalise what has been a long time in the making; and look forward to continuing to grow Half Dome into the smartest media agency in Australia.”

“Half Dome moves forward from here as a leading, full-service media agency in Melbourne, building upon our strong credentials in the digital space.” 

Consumedia was established more than a decade ago, delivering media and marketing communications, providing advertising, media, marketing, and activation for its clients. Consumedia clients including Maurice Blackburn, Mayver’s, Euky Bear and Bosisto’s will be moving to Half Dome.

Legal firm Maurice Blackburn appointed Consumedia in 2018 to handle its national media planning and buying, moving the account away from incumbent McCann. Half Dome partnered with Consumedia to win the wider account in April 2018, and the following year was appointed to  handle all planning and buying of the law firm’s paid digital media, in what was the agency’s first account win.

There will be no staffing changes as a result, however Half Dome said that its staff has grown by 50% in 2021 “on the back of organic growth in client relationships and new partnerships including PointsBet and 28 By Sam Wood”.

Half Dome is owned by Tom Frazer, Joe Frazer and Will Harms and was founded in 2017.

Half Dome managing partner and planning lead, Will Harms said that this is an exciting next step for the agency, as it has always wanted to deliver offline media to its clients, in addition to digital services.

“Evidence continues to show that integrated campaigns are more efficient and effective, so having the ability to execute in-house was a natural step towards us making media smarter.” he said.


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