Media buyers welcome Nine and Fairfax merger

Australia’s media agency bosses have responded positively to the Fairfax and Nine merger, with Wavemaker CEO Peter Vogel claiming the news will help sustain an industry that was “in desperate need of legislative reform”.

“At Wavemaker and GroupM, we see the move as positive for the market, our clients and for Australian content,” Vogel told Mumbrella. “The industry was in desperate need of legislative reform to allow it to innovate and compete locally and with global players and this is now playing out.”

Vogel pointed to the media reforms, which he claims were “designed to promote Australia content and support and sustain a future for the Australian media landscape.”