‘We jumped at it’: Atomic 212 announces media acquisition
Indie media agency, Atomic 212, is acquiring the media division of a well-known creative communications organisation.
Announcing the news on Monday morning, Atomic 212 is folding kwpx’s media division into its agency body, effective November 27, 2024.
Kwpx’s media arm boasts more than 20 staff members, along with clients such as The Jewellery Group, Coopers Brewery, S.O. Asher, and more.
The acquisition will see the media division officially rebranded under the Atomic 212 label, allowing the independent media agency to cultivate a presence within Western and South Australia.
It’s a point that Rory Heffernan – Atomic’s chief executive officer, who was appointed the role in late October after it was announced that the agency’s previous CEO, Claire Fenner, would be leaving the business on October 31 – touched upon when speaking on the business win.
“This acquisition is an important moment for us, giving us a strong entry into the South Australian market and a new resource for our clients around the country,” he said.
Natalie Morley – the existing executive director of media at kwpx – will spearhead the business in the aforementioned states.
Chairman of Atomic 212, Barry O’Brien OAM, commented on the acquisition, explaining that Atomic has held a deep admiration for kwpx’s expertise in the media space.
Barry O’Brien OAM
“We have long admired kwpx for their strong media skills and strategic thinking,” O’Brien said.
“Our agencies have collaborated successfully on several clients in the past, so when the opportunity came up to make kwpx’s media arm part of the Atomic 212 family, we jumped at it.”
“Kwpx’s exceptional media and digital skills are a great fit with Atomic 212 and we are all looking forward to working with Natalie and her team to build on what they have already achieved,” Heffernan added.
Morley also praised Atomic 212 while expressing her excitement at the new opportunities the acquisition affords kwpx.
“I’m thrilled about the opportunities that joining forces with Atomic 212 will unlock, growing our people and our product offering, and enabling us to deliver even greater outcomes for our clients,” Morley said.
“By tapping into Atomic 212’s innovative strategies and extensive analytics, we’re well-positioned to elevate our capabilities and create exciting new possibilities for our talented team and valued partners.”
The announcement of the acquisition is the latest business win for Atomic 212, in a year that has seen the agency retain clients and win new ones, such as BlueScope, Bupa, Vet Partners, Darrel Lea, O’Brien Glass, Victoria University, BMW Australia and New Zealand, and more.
Last week, the agency also won media planning and buying account for Chargrill Charlie’s.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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