Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA).

The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying.

The boutique agency said it won the account for EEA in a competitive pitch against larger agencies and said the winning difference was its ability to provide truly independent advice, innovation, and rigorous data evaluation of all media opportunities.

EEA said they were looking to create a relationship with an agency that was truly collaborative and could act as an extension of their own organisation.

EEA executive director of sales and marketing Gail King said: “At EEA we are thrilled to have partnered with Taska Media.

“We had been searching for an independent boutique agency to propel our brand and suite of events from 2019 and beyond.

“Taska Media proved to be diligent with planning, forward-thinking, and innovative with recommendations we had not seen with our previous agency.”

The $2 million a year account encompasses traditional TV placements, radio, and outdoor advertising, and a digital approach that includes native ads, location-based targeting, display, video, and sponsorship programs with publishers.

Exhibition & Events Australia, which produces The Home Show and the Mind Body and Spirit Festival across Australia’s cities within its portfolio wanted to increase the profile of its brand to ensure its suite of events continue to attract a wide cross-section of the population.

Taska Media partner and digital lead Shaun Warry said: “Exhibition & Events wanted a media approach that delivered effective and innovative digital media executions.

“They asked for more bang for their buck, thorough planning and executions, and an overall agency experience that was smooth, consultative, and easy.

Taska Media Partner and traditional media lead Christian Simon added: “The objective is to help EEA to increase attendance at their shows by using a range of media channels.

“EEA is willing to test new mediums and explore new partnerships, which of course is the perfect client.”

Simon also said the advantages of operating as a boutique and independent agency included being able to create working relationships that were far more communicative, and resulted in effective strategy discussions.

“We don’t intend on becoming the largest global agency,” Simon said.

“But having both worked on the sales side for a long time, we’ve seen where the large agency groups have their problems – not least with staff retention, account knowledge, and retaining quality teams.

“Being truly independent means we don’t have to adhere to overarching trading deals and spend commitments. How do our clients benefit from this?