F.Y.I.

Melbourne-based Next&Co expanding into the US

Melbourne-based performance company Next&Co is expanding its operations into the US.

The announcement:

Independent performance agency, Next&Co, has today announced its global expansion, with plans to extend its operations to the US.

While the agency has been servicing global clients for more than a decade, this is its first office outside Australia. The Melbourne-based agency is set to start servicing clients across the US, including brands throughout Oregon, Washington and California, where the office will be based.

Launching in the US with five foundation clients, the agency will bring its full-service offering to the US market, including its highly successful Prometheus auditing platform.

The move represents a significant operational step for the agency, which was established in 2010, and has been recognised as one of Australia’s most innovative, fast-growing companies.

Next&Co moved to a full-service agency model in 2022, adding traditional media buying and planning across television, radio, print, out-of-home and cinema, to its suite of services, following significant growth across the business.

Next&Co co-founder, John Vlasakakis, said: “Our expansion into the US marks a major milestone for the evolution of Next&Co. Over the past 14 years, we’ve seen the agency grow to new heights and now feel the time is right to expand our operations. Our technology, including the Prometheus platform, has given us the power to scale our business internationally, but also deliver higher performance and ROI for our clients. We’re excited to bring Prometheus to brands in the US, who have been looking for an auditing tool that gives them oversight of their digital ad spend wastage.”

Prometheus, which has now been used by more than 500 Australian companies, is able to tell advertisers exactly how much, and where, ad spend is being wasted on their digital platforms.

Prometheus has in-built KPIs for advertisers, including leads, customer conversions, ROI, and reach, enabling brands to choose their targets across each metric. The auditing tool then determines the exact wastage of their total annual digital spend in dollars and where that wastage is occurring, campaign-by-campaign, and on a creative level.

It provides a score out of 100 on the overall performance of each metric and the exact dollar figure of ad spend wastage. The data is then individually audited for each type of advertising activity run within the tool and an individual score prepared for each.

Prometheus can also predict how many conversions advertisers could potentially achieve and make creative and CPA (cost per acquisition) improvement recommendations.

Source: Third Avenue Consulting

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