Pre-cup day coup: Atomic 212 lands double-Ladbrokes and Neds account

Independent media agency Atomic 212 has landed Entain Australia’s media account, which houses both Ladbrokes and Neds, Mumbrella can reveal.

One of the largest media pitches of the year, the account holding both brands is thought to be worth between $50-70 million in annual billings.

Mumbrella understands Atomic won out in the pitch over PHD, Zenith and incumbent EssenceMediacom. It is understood the final two were Atomic and the GroupM agency.

Based in Brisbane, the Entain account first came into WPP via Ikon Communications.

Mumbrella understands staff hires will follow for the indie agency, as well as planting its presence in the Brisbane market.

Damien O’Brien is relocating to Brisbane to launch the new Brisbane office as GM, which will service the account with a hybrid Sydney/Brisbane team.

CMO of Entain, James Burnett said: “Atomic 212 stood out as a strong cultural fit with a performance DNA. They demonstrated a focus on accountable media and ROI, which we were thoroughly impressed by.

“Their data driven point of view, confidence and commitment to growing Entain to the #1 in the market, really stood out.”

The Monkeys service Entain’s creative account

Managing director of Atomic 212, Rory Heffernan said: “We couldn’t be happier. Atomic 212 has a best-in-class data-led proposition centralised by smarter, faster and accountable media and this partnership will deliver on that promise.”

“Our performance DNA is a distinctive component of our business that has been solidified by brilliant minds including Tom Sheppard and Lorraine Woods who lead a team across investment and analytics to deliver a world class outcome.”

“The Entain appointment is testament to the absolute skill, dedication and energy the team put into this opportunity. We look forward to driving growth for this unique business, which holds a strong position in the market.”

According to data provided to Mumbrella by Nielsen, the total gambling category spend between 1 September 2021 and 31 August 2022 was $288,617,628, with Sportsbet again the top spender.

Following Sportsbet in second place was Tabcorp Holdings, with both Entain brands in the top five, Ladbrokes in number three and Neds at five. Pointsbet filled out fourth spot.

The account will move across at the end of this year.


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