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‘Entirely transparent media agency’ Avenue C launches

As debate continues to grow around the digital buying practices of the world’s big media agencies, a group of former holding company staff have launched what that they claim will be “entirely transparent” independent agency.

Avenue C will be run by former IPG Mediabrands group operations business director Hugo Cutrone and Ansible Australia’s former client advisory and partnerships lead William Chapman.

As well as offering agency services, Avenue C is also offering to help brands review the performance of their existing agencies and check contracts to ensure they are not written to the benefit of the agency rather than the client.

A third offering at the Sydney based agency will help brands develop technology.

The two Avenue C partners Hugo Cutrone and William Chapman

“Avenue C. was founded by a group of ex-holding group executives who shared a unified passion for establishing an entirely transparent media agency that delivers on business goals through the power of precision planning, savvy investing and an analytical approach to measurement and optimisation,” states Avenue C’s website.​

“Our goal is to ensure that every dollar you invest in media is driving the greatest possible outcome for your business, every time,” the site adds.

How Avenue C describes itself

Cutrone departed IPG Mediabrands last month following a major restructure which saw the departure of chief operating officer Dan Johns and three other executives.

The former group operations business director joined the agency in April 2015 and spent over two years in the role.

Before joining IPG, Cutrone was the managing partner of client advice at Ensemble Australia for seven months after departing UM as group director in 2015.

Chapman also departed mobile and technology business Ansible Australia in September after almost two years in the role.

Prior to his stint at Ansible, Chapman was the director of brand marketing at Walden Farms International for a year.

Avenue C lists as its agency services:

  • End-to-end media management including planning, negotiation, implementation, optimisation and measurement;
  • ​​Ad-tech platform selection to ensure the platforms selected are most applicable to your business;
  • End-to-end advisory or management on your data stack selection to enable precision media delivery

And its media consultancy offer lists:

  • Advisory and review of your agency team to ensure the team is structured to deliver on your business objectives.
  • Advisory and review of your agency planning, buying and performance capabilities for all levels of media investment.
  • ​Advisory and review of your agency contracts to ensure they are structured around your business goals, not theirs.

Cutrone is not the first agency executive to depart Mediabrands and launch an offer to help clients navigate the murky world of digital media buying. Former IPG Mediabrands head of technology Andrew Hughes has since launched “independent, transparent and agnostic” consultancy Louder which helps “marketers to get a neutral view of the world due to many stakeholders in the landscape having severe conflicts of interest”.

Both Cutrone and Chapman told Mumbrella it was too early to publicly discuss the launch of the agency.

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