Independent full-service media agency, AdUnion, is set to continue its long-standing partnership with national telco brands, More and Tangerine, and a new exclusive media partnership with online adult retailer, Wild Secrets, with both businesses signing multi-year contracts.
Under the refreshed deals, the Melbourne-based agency will continue to manage advertising strategy and media planning and buying across streaming, audio, broadcast, and out-of-home for Tangerine, while also adding sponsorship agreements to its remit.
Wild Secrets has also expanded its remit with AdUnion to include media buying and planning for streaming, as well as broadcast TV, audio, radio and out-of-home.
AdUnion has been working with national nbn and SIM-only mobile provider, Tangerine, since 2023, when it was retained to provide integrated media strategy and execution for the brand’s launch
campaign. The pair have continued to collaborate since then, with AdUnion signing a multi-year deal with the brand in 2024 for strategy and media planning and buying across a number of channels.
Last year, AdUnion helped Tangerine achieve a 250 per cent sales increase from its Black Friday campaign, which used AdUnion’s AdMatch platform to reach more than two million Australian households, yielding a 5.65 return on advertising spend.
“This new multi-year agreement is a reflection of the success of our partnership with the AdUnion team,” said Tangerine and more chief growth officer, Rick van Emmerik.
“Since our initial collaboration, AdUnion has helped take our business to new heights. Their commitment to results, alongside their data-driven insights, has allowed us to test new marketing opportunities and innovative approaches to audience penetration in the competitive telecommunications market. The AdUnion team are a critical part of our ongoing growth plans, and we look forward to continuing our working relationship.”
AdUnion has managed media buying for Wild Secrets, Australia’s largest premium online adult retailer, since 2020, with a focus on driving ROI through streaming media. The agency has consistently achieved a good ROI for the retailer by broadening the advertising focus from Google Ads to Streaming TV. Using AdMatch, AdUnion reported better performance and measurable reports from streaming media, allowing Wild Secrets to allocate increased budget to brand-building channels.
“Being able to attribute sales directly to streaming TV was a total game-changer for our business. It has changed our perception of TV as an expensive media, and given us a lot more confidence to continue to invest. These insights would not have been possible without AdUnion and their AdMatch technology,” said Wild Secrets general manager, Will Dobbyn.
“Extending our contract with AdUnion and expanding this across all media planning and buying was a deliberate decision to build on what’s already working. It reflects our confidence in the partnership, the results achieved and the shared commitment to go further. We are excited to build on the strong foundation we’ve created together and to explore new opportunities.”
Commenting on the client retentions, AdUnion co-founder, Adam Shalagin, said: “Retaining our partnerships with both Tangerine and Wild Secrets isn’t just a sign of client satisfaction – it’s proof
that trust has been earned and value has consistently been delivered.
“These new multi-year deals help to strengthen the foundation of our business, recognising our ability to create lasting relationships, underpinned by our continued investment in data capability and technology that deliver real-world results. We look forward to the next phase of our relationship with Tangerine and Wild Secrets, and helping them to achieve business growth.”
AdUnion specialises in integrated media strategy across all channels, with a focus on streaming TV advertising. It works with a range of media partners, including Netflix, 9Now, 10Play, Disney, 7Plus, Kayo, Tubi, HBO Max, SBS On Demand, Binge, Paramount+, Prime Video, DAZN, Stan Sport, Listnr, Spotify and ARN, among others.
