Group M relaunches Outrider Australia as new digital agency M – and tells market ‘come and talk to us’

MGroupM has relaunched search business Outrider Australia as new digital agency M and is telling the market the new agency will a ‘gateway’ for startups and new technology.

The rebranded agency, based at WPP’s media headquarters in North Sydney, will provide an expanded offering across search, mobile, social, creative production and performance display. It will also support GroupM agencies while also working directly with its own clients.

“We’ve got to make sure there is a big flag at 65 Berry Street that says if you’re a local start-up or coming to Australia and you’ve got a new piece of kit or technology and it’s relevant to our agencies, you can have one conversation,” said Danny Bass, GroupM’s chief digital officer.

“If we think it’s right we can help navigate the group. If you’re an Australian business or coming from the US or China or Israel or wherever, we want to make it easier for people to present their opportunity to GroupM. The gateway for that will be M.”

M’s clients including BigPond, Bankwest, News Limited – Career One, Foxtel, Dyson, ASX, Jetstar, Financial Times and Air Pacific. The rebranding is the second one in recent years for the agency which was once known as 24/7 Real Media.

While the agency has a heritage in search it said its aim was to help clients tackle some of the difficult areas of digital marketing by bringing together qualitative, quantitative and competitive data.

M general manager Gary Nissim said: “We’re building a culture based on inquisitive and opinionated people. Recruiting from an Australian base, M will focus on people with non-traditional media backgrounds. We will be targeting people with statistical and science degrees that have the aptitude and minds for this type of work. With GroupM’s patented digital training programmes, we will be turning these statistical minds into digital marketeers which will help both GroupM and the industry build on what is a very small talent pool.”

Nic Christensen


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