Mindshare Snares Kayo’s & Binge’s Media
The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge.
Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown.
Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would expand the agency’s existing relationship it has with parent company, Foxtel.
“We have had a great relationship with Foxtel over six years, and we are pleased to have the opportunity to support them across the whole business,” Rigg-Smith told B&T in a statement.
A Streamotion spokesperson added: “Mindshare will manage the ATL media buying for BINGE and Kayo as part of Foxtel recently consolidating media planning and buying across the Group. Kayo and BINGE will continue to trade all digital media in-house and The Hallway will remain BINGE’s Creative agency and Thinkerbell it’s PR agency.”
At its Upfronts last week, Foxtel unveiled a range of new initiatives including a new data platform for media buyers, Foxtel control voice command and slate of new programs. Read all the news here.
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