Atomic 212° Appoints Senior Management To Connect Creative And Performance Media
Atomic 212° has appointed Sascha Bonomally to its senior team in the role of head of performance and attribution, as the company looks to inject creativity and strategic planning into its paid digital marketing.
Performance media is one of the most fluid and transformative areas of marketing, and this move will serve to future proof the business in the ever-changing landscape.
This follows the agency’s repeated success with performance media clients, which include TAB, NIB, Torrens, Mortgage Choice and Tourism NT. While performance teams tend to focus on data, targeting and paid placement, this move will focus on fostering Atomic’s strategic and creative credentials within the paid digital team.
According to Bonomally: “It’s trite to say that the consumer journey is more complicated than ever before, and the digital landscape is becoming more and more fragmented. This is the issue every marketer faces, and understanding the relationship between different marketing channels in a fragmented environment is key. The first player to accurately stitch this together will emerge the winner.
“In 2017 we are going to see unprecedented changes in the performance space. For instance, there is room to be far more precise in the attribution space, with far better instruments to accurately map consumer activity. We will also see a far more strategic approach to performance in the mobile space, while voice search is set to add a whole new layer of complexity to paid digital marketing.
“In other words, this is an exciting time to operate in this space. The business wants to navigate these uncharted waters with solid people in place. Above all, we want people who embody a collaborative approach that ensures creativity and strategy are at the forefront of all our performance briefs.”
Bonomally went on to say that agency performance teams will need to evolve drastically in the coming years if they want to remain competitive. “Data-driven agencies are a dime a dozen these days. If performance teams really want to stand out, they need to move beyond this. The future lies in leading the data management space, the future is the integration of first, second and third party data, where the agency facilitates this integration across clients and partners.
“The best performance teams will develop proprietary data management platforms, which integrate CRM, analytics, attribution and SDK, and use these platforms to truly answer client needs.”
Bonomally’s promotion is the agency’s latest step in its move to become Australia’s leading fullservice creative and media business. It has been complemented by key hires within the content and creative teams, including the appointment of Executive Creative Director Jonas Lembke.
The goal is to create a truly integrated agency, which sits at the intersection of technology, media and creative.
As Head of Performance and Attribution, Bonomally oversees the agency’s performance media output in areas like paid search and social, and works closely with Atomic 212°’s senior management in the strategy, creative, data and media buying spaces.
“It’s always a great feeling when you can promote from within,” said Atomic 212° Chief Executive Jason Dooris. “There is no question that Sascha will take the team to the next level. He is also an excellent fit for the agency culturally – We’re incredibly lucky to have him in this role.”
Atomic 212°’s origins were in the performance, search and data space, so this appointment serves to strengthen these core credentials, while indirectly strengthening the agency’s creative credentials as well. The move has been a necessary consequence of Atomic’s client growth, both in terms of new and existing partners.
“We are experiencing a rapid growth phase, which is great for the business. But this acceleration brings new challenges – you need to make sure that you have the right people on board. This promotion represents the next evolution in our future-facing growth plan. We’re strengthening our full service credentials across the board, and in this case we are ensuring that our performance team remains closely linked with the rest of the agency, from both a creative and a strategic point of view.”
Bonomally said he is looking forward to taking on a more “strategic, big picture approach to client work, with a focus on commercial creativity, ROI and measureable success”.
“Atomic is the market leader when it comes to performance, so I definitely have some work cut out for me. I can’t wait.”
Please login with linkedin to comment
TrollLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.