Atomic 212° Snares Rust-Oleum’s Creative Business

Atomic 212° Snares Rust-Oleum’s Creative Business
B&T Magazine
By B&T Magazine



International manufacturer of protective and decorative coatings, Rust-Oleum, has selected creative media business Atomic 212° as its full-service agency after a highly competitive pitch.

The brand is looking to enter the Australian floor coating market with a bang, and has looked to Atomic 212° to provide an integrated, full service solution.

Following the success of the Rust-Oleum RockSolid floor coating range within the US market, Atomic 212° has powered ahead with a combined above-the-line, digital and PR strategy that is indicative of Atomic’s diverse offering.

Rust-Oleum Vice President for International Marketing, Jan Healy, has stated, “We were impressed by the culture at Atomic, as evidenced by their inspiring agency space, the people and the creative thinking. We were also looking for an agency who can offer a fully integrated communications approach with strong digital and search marketing expertise, and Atomic fit that bill.”

The integrated campaign will involve a data, technology and digital component which will ensure the product is positioned prominently across performance channels.

“It’s great to have such a successful brand join the Atomic family, and more importantly it’s exciting to be part of its new major venture into the Australian market. Rust-Oleum was looking for a full-service agency with local knowledge and I’m more than confident that we can deliver,” says Atomic 212° Head of Performance Media James Shaw.

Winning Rust-Oleum complements the evolution of Atomic 212° into a flexible and adaptive creative media business, with an expanding rolodex of $250 million in billings. This growth has been reflected in the appointment of several newly created senior roles at the agency, as well as major growth in the agency’s Melbourne office.

“We’re thrilled to have Rust-Oleum on board,” says Atomic 212° CEO Jason Dooris (pictured). “They have proven themselves to be a highly successful brand in the U.S. and other markets, and have been growing rapidly in Australia. We look forward to further success in Australia.”




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