The Mint Partners adds paid media capability
Communications agency, The Mint Partners, has added a media buying capability to the agency, led by recently appointed general manager Miranda Bryce.
The launch builds upon the integrated paid and earned media approach The Mint Partners has been offering clients, to give a more holistic view of media and expand its current service offering.
The new business unit was introduced in 2020 as part of a strategic business modelling project undertaken by The Mint Partners’ founders and directors, Brett Galvin and Genevieve Taubman.
Miranda Bryce, Brett Galvin and Genevieve Taubman
Galvin explained: “Due to the complex and evolving media landscape, we recognised the opportunity to expand on our service offering and provide a more holistic view to customers.
“Miranda has been an integral part of Mint’s management team for the last five years. Her creative agency background and deep understanding of the media market have enabled us to collectively design a new service category.”
Bryce is moving into the GM role from her position as head of strategy and operations. She joined the agency in 2016 from Y&R where she spent five years in account services.
“Now more than ever, media campaigns need to be targeted and derived from a multi-platform approach across both paid and earned. Our aim is to work with the clients’ available budget, goals and key performance indicators and recommend the right mix to achieve the optimal result,” Bryce said.
“Achieving the best business results for our clients is Mint’s priority. We are used to monitoring media daily and being nimble enough to jump onto the news cycle, so we take the same approach with paid, continually optimising through sophisticated reporting tools to deliver real business results and extensive insights.”
Recently The Mint Partners announced that Dexus, Simone Pérèle, Cbus Property, Hill Street and Sonoma had joined the agency as new clients. In August the agency revealed it was one of a number of agencies appointed to Pernod Ricard’s roster, taking up responsibility for the lifestyle PR surrounding the business’ wines and spirits.
