Edge launches performance media division

Content agency Edge has launched a media division to drive reach for its content.

The performance media arm, which will be led by executive planning director and partner Richard Parker, will deliver media services to clients including Apia, Lendlease, Australia Post and Petbarn.

The media arm will be led by Parker

Edge has widened its offering across both its Melbourne and Sydney offices to include offerings such as SEM, paid social media across Instagram, Facebook, Snapchat, Twitter and Youtube, native, discovery platforms, influencer programs and branded content partnerships.

Aiming to drive reach, the new arm will also be driven by Inez Zimakowski, who joined the agency just over one year ago as amplification manager.

Parker said: “We began to build capability in this area in response to clear and increasing demand from our clients.

“As organic reach has dropped across most digital channels, the paid media amplification of content has become more and more important. And the reality was, many of our clients found that their existing media agency relationships were not responsive enough to amplify content in real time to highly targeted audiences.”

“In a wider sense, building out this division is also intended to complement our increasing focus on data strategy and CRM.

“We need to be able to conceptualise and deliver personalised content to both prospective and existing customers, integrating activity across paid and owned channels as well as databases.”


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