Fairfax moves $12m media buying account for Domain from Carat to Vizeum

Screen Shot 2014-02-27 at 11.00.07 AMFairfax Media’s real estate division Domain has moved its $12m media buying account from Carat to sister Aegis agency Vizeum, Mumbrella can reveal.

The move coincides with a major restructure at the division, announced three weeks ago, which saw a number of leadership changes and also the decision to bring media sales in-house and move its commercial real estate section under one umbrella.

Speaking to Mumbrella this morning, CEO of Domain Antony Catalano said the agency shift should not be seen as preparations for a float.

“This has nothing to do with rumours without foundations that other media outlets have chosen to run,” said Catalano, in reference to a report in The Australian on Monday that Fairfax would float Domain in 2015. 

“This is absolutely about Domain aligning itself with the right strategic partner within Aegis. Vizeum fits our strategic objective, they are much more digitally focused and are the right agency within that group for us.” he added.

The Domain account is thought to be worth $12m and represents a significant win for Vizeum which is seeking to differentiate itself as a more nimble and digitally focussed media agency than its sister Carat, which retains the bulk of the Fairfax Media account.

Vizeum Sydney’s general manager Nick Behr said: “Vizeum is delighted to be working with Domain in what is a very exciting time for both businesses. We look forward to a long standing partnership and creating brilliant work together”.

Catalano told Mumbrella the company’s decision would help them prepare for future growth.

“We are driving Domain forward at a rapid rate,” said Catalano. “There are significant changes in the business. It is one of the fastest growing parts of the Fairfax business and it makes up almost a third of total EBITDA and that basis requires the most amount of focus and that’s all this is about, making sure we give Domain every opportunity to become the business we want it to be.”

Nic Christensen 


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.