This Is Flow to represent media buying across AUNZ for MDC Partners
Global holding company and media network MDC Partners has announced independent media agency This Is Flow as its affiliate partner for Australia and New Zealand.
This Is Flow will represent buying and planning locally, and will also assist in managing global clients and participate in global pitches for MDC, which owns agencies including 72 and Sunny, Anomaly and Media Kitchen.
The agency, which will remain 100% independent following the deal, joins the MDC Partners Global Affiliates Program, which MDC says helps the holding company scale the performance, media and technology capabilities brands need to thrive in today’s economy.
This Is Flow CEO and Founder, Jimmy Hyett
As part of the deal, This Is Flow will get access to MDC Partners’ media planning tech and tools, as well as the capabilities of The Stagwell Group, with which MDC is finalising a merger.
MDC Partner’s affiliate program now includes presence in the Middle East, Eastern Europe, Taiwan, Mainland China, Hong Kong SAR, Latin America, India and Russia, and has a goal of reaching 50 affiliates worldwide by the end of 2021.
Mark Penn, chairman and CEO, MDC Partners, and president and managing partner, The Stagwell Group, said: “Providing creative, connected and effective capabilities that leverage both global scale and local understanding is a fundamental part of our expansion strategy.
“In collaboration with the team at Flow we’re excited to build upon our existing footprint in Australia.”
The affiliate program will also assist MDC Partners in its understanding of the Australian market, with the media expertise and capabilities of the This Is Flow team becoming available to the business.
MDC Partners chairman and CEO, Mark Penn
This Is Flow recent collaborated with MDC Partners and Stagwell on client wins, including a global partnership for 1800-GOT-JUNK?.
This Is Flow founder and CEO, Jimmy Hyett, said: “Flow has seen incredible growth over recent years, attributed to the smarts of our people who deliver data-led strategy that’s significantly reshaping business across Australia and New Zealand.
“Adding a global footprint through MDC Partners means our clients can now harness the combined value of local and global passion, knowledge and experience.”
This Is Flow also recently won the Australian media account for global beer brand Coors, as well as Miller Chill and Miller Genuine Draft.
In the final months of 2020, This Is Flow landed media six accounts including Face Mediskin, King Bodies, Jordan Hartley Health, Coach Mark Carroll, Tamara Mayer Fitness and Hustle Inc Fitness.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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