Klarna named as foundation client for new media agency, Agnes Media

Global payment and shopping service Klarna has been named as the foundation client of Agnes Media, a new Sydney-based measurement-first performance media agency.

The agency was founded by Charlotte Ward after a media and marketing career spanning brand and agency roles in Australia, the Middle East and Asia.

Klarna, a buy now pay later fintech firm, launched in Australia last year and has been working closely with Agnes Media on performance media management, with a focus on co-branded retail activity and shopper insights.

Grocery delivery business Your Food Collective is also listed among the agency’s early clients.

Ward, who has managed marketing and media campaigns for Qantas, Optus, L’Oreal and Tinder, and had spells with OMD, PHD and UM in Dubai, said there was an opportunity for an agency to “zero in on performance media and maximise digital media campaigns’ effectiveness”.

Agnes was launched to prioritise the clients’ business issues and to pinpoint the optimal metrics to help grow the business, whether that’s month-on-month revenue increases, understanding how to get customers to spend more on their average order value, or improving return on ad spend across different platforms,” she said.

“Our goal is to help clients realise their digital marketing objectives.”

Ward added that clients own their data, with Agnes providing real-time reporting dashboards that “pulls in platform data from a range of sources for client-ready reports that align campaign performance and actionable insights”.

In addition to performance media strategy, planning and buying, the agency also provides campaign management, analytics, SEO and creative design services.

Klarna Australia co-marketing competence lead, Yani Lehman, said: “Being performance driven, innovative and insights-led is in our DNA at Klarna and we hold ourselves accountable to these values in every venture we undertake

“When choosing partners to help us to accelerate our growth in Australia, we needed an agency that could provide not just innovative media solutions, but the high standards of analysis that we expect from our own internal teams.”


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