GroupM has relaunched its online search marketing company Outrider as new digital agency M.
The group said M will be “a hub for new and emerging technology”; supporting GroupM companies and work directly with its own clients, providing an offering that includes search, mobile, social, creative production and performance display.
Danny Bass, chief digital officer at GroupM, who is set to take over as trading director from James Parkinson, said: “We’ve got to make sure there is a big flag at 65 Berry Street that says if you’re a local start-up or coming to Australia and you’ve got a new piece of kit or technology and it’s relevant to our agencies, you can have one conversation.
“If you’re an Australian business or coming from the US or China or Israel or wherever, we want to make it easier for people to present their opportunity to GroupM. The gateway for that will be M," he added.
M will add new capabilities with a focus on emergent technology and help clients tackle the complexities of digital marketing by merging qualitative, quantitative and competitive data, Bass said.
Gary Nissim, general manager at M, added: “We’re building a culture based on inquisitive and opinionated people. Recruiting from an Australian base, M will focus on people with non-traditional media backgrounds. We will be targeting people with statistical and science degrees that have the aptitude and minds for this type of work. With GroupM’s patented digital training programmes, we will be turning these statistical minds into digital marketeers which will help both GroupM and the industry build on what is a very small talent pool.”
The new digital agency has launched with a strong stable of clients who have been migrated from Outrider, including BigPond, Bankwest, News Limited – Career One, Foxtel, Dyson, ASX, Jetstar, Financial Times and Air Pacific.