Atomic 212° Bests GroupM’s Essence & Lands Entain Group’s Media Account

Atomic 212° Bests GroupM’s Essence & Lands Entain Group’s Media Account
B&T Magazine
Edited by B&T Magazine



Independent media agency Atomic 212° has won Entain Group’s media account following a competitive pitch, with representation from GroupM’s Essence and other major holding groups.  

GroupM’s Essence previously held the sought-after account for several years.

Entain Australia – bookmakers Ladbroke and Neds is a $10 billion business boasting 700 staff with HQ based in Brisbane.

Atomic 212° was invited to pitch for the consolidated media account in September and learned of the appointment as the new media agency on Monday morning, with onboarding commencing in November. 

Atomic 212° ‘s newly-launched Brisbane office will house the account, led by Damien O’Brien as GM and a hybrid Brisbane / Sydney team.  

Group chief marketing officer of Entain, James Burnett, said of the appointment: “Atomic 212° stood out as a strong cultural fit with a performance DNA. They demonstrated a focus on accountable media and ROI, which we were thoroughly impressed by.  

“Their data-driven point of view, confidence and commitment to growing Entain to the #1 in the market, really stood out.“ 

Rory Heffernan (main image), Atomic 212° managing director, said: “We couldn’t be happier.  Atomic 212° has a best-in-class data-led proposition centralised by smarter, faster and accountable media, and this partnership will deliver on that promise.  

“Our performance DNA is a distinctive component of our business that has been solidified by brilliant minds, including Tom Sheppard and Lorraine Woods, who lead a team across investment and analytics to deliver a world-class outcome. 

“The Entain appointment is a testament to the absolute skill, dedication and energy the team put into this opportunity. We look forward to driving growth for this unique business, which holds a strong position in the market.”




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